Introduction to Video Ad Strategies
Understanding the Importance of Video Ads
In the competitive landscape of digital advertising, publishers are increasingly turning to innovative video ad strategies to enhance engagement and revenue. This article explores three prominent strategies employed by top publishers, showcasing their effectiveness in capturing audience attention and maximizing ad performance.
Vice Media’s Unique Video Ad Formats
Leveraging a Dedicated Video Platform
Vice Media has made significant strides in video advertising, with a remarkable 120% growth in video ad revenue globally in Q3 2019. A key component of this success is their dedicated video landing page, ‘Watch,’ which is optimized for video content. This strategic focus allows for a more robust implementation of video ads, leading to increased traffic and conversions.
Customizable Ad Layouts for Advertisers
Advertisers on Vice Media can embed their video ads and select layouts that resonate with their target audience. Options include pre-roll ads and mid-roll placements, which are designed to capture user attention effectively. The flexibility in ad length—ranging from unskippable 30-second spots to skippable 90-second ads—further enhances viewer engagement by aligning content with viewer preferences.
The Washington Post’s Innovative FlexPlay Strategy
Custom Video Ads for Enhanced Engagement
The Washington Post has been at the forefront of video advertising for over seven years, utilizing its proprietary service known as FlexPlay. This platform allows advertisers to deploy custom video ads across both desktop and mobile devices, ensuring a seamless user experience.
Vertical Alignment Inspired by Social Media
What sets FlexPlay apart is its focus on vertical alignment, inspired by popular platforms like Snapchat. By converting advertiser assets into various formats suitable for both desktop and mobile viewing, The Washington Post enhances the creative possibilities for brands. As stated by a representative, “The technology we built was out of convenience to help our advertisers and brands enter a creative realm that otherwise would be hard for them to get into”.
Embracing Innovation in Video Advertising
The Future of Video Ads in Publishing
As the digital advertising landscape continues to evolve, publishers like Vice Media and The Washington Post demonstrate that innovative video ad strategies can significantly boost engagement and revenue. By focusing on user experience, customizable formats, and leveraging technological advancements, these publishers set a benchmark for others in the industry.
Final Thoughts on Effective Video Advertising
Incorporating diverse video ad formats not only enhances viewer engagement but also drives higher revenue potential for publishers. As more organizations adopt similar strategies, the future of video advertising looks promising, paving the way for continued innovation in content delivery and monetization.