Implementing Video Header Bidding
Leveling the Playing Field for Ad Bidders
Video header bidding is a crucial strategy for maximizing programmatic video ad revenue. By allowing external bidders to compete alongside Google’s ad server, publishers can create a more competitive environment, potentially driving up ad prices. Some video players, like JW Player, offer built-in header bidding capabilities, simplifying the implementation process and improving monetization opportunities.
Optimizing Ad Placement
Strategic Positioning for Maximum Visibility
Placing video ads strategically can significantly impact revenue. For content-rich websites, using larger video players above the fold can increase user engagement and ad viewability. It’s essential to consider the aspect ratio of your content, with 16:9 being ideal for horizontal videos on mobile devices and 9:16 for vertical videos. Ensure your video player is responsive to accommodate various device types.
Enhancing Ad Viewability
Boosting Revenue Through Increased Ad Exposure
Viewability is a critical factor in programmatic video advertising. Increasing viewability from 50% to 90% can result in an 80% revenue uplift across desktop and mobile platforms. To improve viewability:
- Optimize page load speed to ensure faster video player loading
- Create content in high-performing verticals like Reference, Games, and Arts and Entertainment
- Place ads in areas where users spend the most time
- Ensure ads only play when in the viewport
Leveraging Live Streaming
Engaging Audiences with Real-Time Content
Live streaming offers unique opportunities to maximize video ad revenue. Consider hosting exclusive paid events such as workshops or interviews. These events not only generate direct income but also provide valuable opportunities for ad placement. Additionally, use live streams to showcase products or services related to your content, potentially increasing conversion rates.
Implementing Gated Content
Creating Value Through Exclusive Access
Gated content can be an effective strategy for monetizing video assets. By requiring users to provide an email address or payment to access premium content, publishers can create additional revenue streams while building a valuable subscriber base. This approach works well for high-quality, exclusive video content that offers significant value to viewers.
Focusing on Mobile Optimization
Catering to the Mobile-First Audience
With 86% of U.S. adults accessing news on mobile devices, optimizing for mobile is crucial. Ensure your website has a responsive design, minimize pop-ups, improve loading speeds, and consider using Accelerated Mobile Pages (AMP) for faster loading on mobile platforms. These optimizations can lead to better user experience and potentially higher ad revenue from mobile users.
Conducting Thorough Keyword Research
Tailoring Content to Search Trends
Effective keyword research is essential for maximizing the visibility of your video content. Use SEO tools to identify relevant keywords and incorporate them naturally into your content, titles, and descriptions. Stay updated on trending topics using tools like Google Trends, and create timely content that aligns with current search interests to boost your video ad revenue potential.