Video ads are promotional content that plays before, during, or after running content. Most of the video ads are purchased, sold, and displayed programmatically using different targeting methods and may include interactive elements.
Why Should you Include Video Ads in your Marketing Plan?
Including video ads in your marketing strategy lets you engage with customers who ignore texts and banner ads. Marketers are increasing the amount of money spent on video ads. If you ignore this trend, you will face a cutthroat disadvantage.
Getting somebody to click on a static display ad suggests impressing them enough with a specific appealing headline or image. On the other hand, video ads include more elements that users may find engaging or relevant. You could use an attractive song, a sarcastic opening line, or a relatable situation to get the audiences hooked and encourage them to watch the whole ad.
Also, advertising with video provides you with more flexibility to place your products and services as addressing the users’ difficulties, providing something interesting, and assisting them to live more interesting lives. As several video ads start playing automatically within the main content, you do not require to just hope people will click on the content. They get revealed to it during a procedure that occurs within an activity they select, like watching a YouTube star’s recent episode or playing a mobile game. Then, given your ad connects with them, you can keep them interested enough to lead them to conversions.
Where are video ads displayed?
Video ads can be exhibited across various advertising mediums and channels, including:
- In web browsers on mobile and laptops
- In mobile apps
- Over-the-top (OTT) devices
AdTech Platforms used in Serving Video Ads
For a video ad, there could be plenty of AdTech platforms involved in the delivery from advertisers to publishers. These are some of the main platforms used for serving video ads.
Demand-side platforms (DSP)- A software used by media buyers, including advertisers, brands, and agencies to buy video inventory from publishers through real-time bidding auctions. These video DSPs work similarly to the ones used to serve display ads.
The main roles of a video DSP generally include bidding and campaign optimization algorithms, social targeting based on the first- and third-party data, attribution and measurement, and analytics and campaign reporting.
Video Supply Side Platforms (SSP)- A software used by the publishers to collect, manage, and sell video inventory to the media buyers through RTB auctions. Several video SSPs include reporting and analytics, inventory management, and yield management & optimization.
Video Ad servers- It is an AdTech platform that offers advertisers tracking centralized storage, and delivery of Video advertising. Ad servers also assist publishers to handle campaign tags from the advertisers and take decisions regarding which ads to display.
Video ad networks- A software that combines ad space from different publishers and sells it to the advertisers. Most of the ad networks do not own the media, they simply facilitate the buying and selling procedure between the advertisers and publishers. Here, the exceptions are walled gardens like Facebook and Google.
Process of Video Ad Serving
From the viewpoint of ad technologies involved in the procedure, the video ad is not much different from display ads, except for what is shown on the screen. Video ad serving can be a complex procedure based on the number of AdTech platforms involved, as each of them will need to send and attain ad and bid requests. Here is the basic overview of how video ads are served.
We use the term, “video player”, but it is considered as a device that can display video with ads.
- A user visits a website with a video player, which sends a request to the webs server of the publisher to recover the video.
- Then the server replies with a code that informs the browser from where to attain the main video content and how to plan it in the player window. The video player must support HTML5 video and include VAST tags for communicating with ad servers.
- Once the video content is retrieved, the video player sends a request to the ad server of the publisher to fetch a video ad. This procedure needs sending a VAST request. The ad server of the publisher would also count as an impression.
- The ad server of the publisher programmatically decides which are the ads to display in the ad area and sends back the selected ad markup.
- The ad markup loads in the player and then sends a request to the ad server of the advertiser to reclaim the video ad.
- The ad server of the advertiser counts an impression and sends back one link that directs to the location of video ads so that they can be displayed to the user in the video player. Most of the time, video ads are hosted on a CDN, i.e., Content Delivery Network.
- Video player sends a request to CDN. Then, the CDN returns the video ad file and the video ad is displayed to the audience.
- Often, there will be other AdTech platforms involved in ad serving procedure, based on how the video ad space is sold.
Types of Video Ads
Pre-roll ads- This is a video ad that automatically starts playing before a featured video on both desktop and mobile. Usually, these ads are 15, 30, and 60 seconds long.
Mid-roll ads- This video ad plays in the middle of content. If you advertise on Facebook, YouTube, or any other platform, you must consider how they could work for your campaigns.
Native ads- This is a paid content that is in-feed and fundamentally non-disruptive. It is regarded as “native” as it is structured specifically for the platform that is hosting it, making it mix in with all other content. It is not just promotional, but is more information-based, engaging, and targeted.
In-stream video ads- These ads offer endless prospects with pre-roll and post-roll videos. These ads can appear before, after, and in the middle of a video. The post-roll or the mid-linear video ads make a place in the mind of users fast whereas the post-roll video is not that pleasant. In-stream video ads are affordable and provide a high click-through rate.
Out stream videos- These videos are shown at the center of the site just after the site starts loading. They take nearly 80% of the screen space making the content difficult to read.
Sticky videos- These are displayed at the bottom of the site either on the left or right side. As the name indicates, these video ads stick to a fixed area and do not move even if the user scrolls the page.