AdMonsters Playbook: Optimizing Video Advertising
While video advertising is still a growing revenue center for most digital publishers, much has changed over the last six years. Intriguing new formats such as outstream have allowed online publishers to additional inventory and new video distribution channels have provided content creators methods to inhabit new platforms and thus grow their audiences.
At the same type, an abundance of video ads—many on autoplay—is a chief reason Internet users are embracing ad blockers. Advertisers are wary of the programmatic video market because of rampant fraud and mislabeling. In addition, they’ve become more circumspect regarding viewability, completion rates, and other metrics. Finally, as GeoEdge reports, video advertising has proven a handy medium for delivering malware, and the growing trend of phishing attacks, during a time when online security is a prime concern.
The digital video space is undergoing some rough growing pains as it matures, and publishers that aim to keep driving revenue from video advertising need strategies for optimizing and evaluating performance—both for the advertiser and the end-user.
Going beyond the basics of digital video advertising, the AdMonsters User Experience: Optimizing Video Advertising–developed with the support of GeoEdge–looks at numerous factors affecting user experience, including formats, security concerns, and latency. It also dives into best practices for evaluating various pieces of video technology including the player and the ad server. In addition, we discuss the relevance of metrics like viewability and completion rates, as well as programmatic challenges and opportunities.