Thinking Differently About Video Advertising

When you were attacked by a sudden sound wave while browsing the Internet, you probably wondered “where is this sound coming from? We were all looking for a video ad that automatically plays with sound. This negative video experience has become so problematic. Browsers now prevent the video from automatically playing audio, and this will no doubt make us wonder how publishers can use video revenue without disturbing readers.

Marketers love video because it creates a deeper connection with the audience. And publishers are willing to push the boundaries of an acceptable video experience on behalf of advanced RPMs. However, there are three things publishers can do to take advantage of these better connectivity and revenue opportunities while creating a healthy and friendly user experience:

Personality is relevant

The content of the video ad must be tailored to the player. The plethora of video demand may not be a license to overwhelm the reader with questions that meet the Visibility Completion (vCPM) goals. Make video ad content relevant and keep users engaged until they’re done.

Video signals are important

The experience must be tailored to the habits of the reader. If the player is willing to link to the video, make the video experience more visible with multiple access points based on your preferences. Collect signals such as the time of day, device preferences, and users’ short and long ad content to personalize your session.

The break is not the first

Turn your video ad content into “original video” and don’t interrupt it. On mobile devices, it works best by simulating a power experience with a built-in screen. Alternatively, by inserting it at the end of an article in non-imported formats, it can be displayed at the exact moment when the reader decides what content to use next.

These strategies are necessary for a friendly and successful autoplay experience. However, there is another powerful alternative: enabling click-to-play out-stream video ads. Publishers can leave the reader in control while showing marketers what rich, rich video ad content and engaging storytelling experience they are looking for.

Outbrain’s Click-to-Play solution, which we introduced earlier this year, has an average watch time of 37 seconds, a completion rate of 49%, and a conversion rate of 10% for videos in 60 seconds. This proves that incredible engagement metrics can be achieved, giving the viewer complete control.

You can get a lot of value from auto-playing video ads for publishers and marketers. we need to think differently and invest in the right mix of video experiences. When we do that, we will all be able to build relationships with our readers who will bring them back.

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