What are Video Ads for Websites? A Complete Overview

In a world where all content is video and the format in question is becoming the primary for the online mode, it does not come as a surprise that video ads are at the top of the entire list of ad formats, and it is opening a window of very impressive opportunities for revenue generation for both video ads for website publishers and marketers alike. Year after year, businesses go deeper into digital video advertising, and more websites will benefit from increased monetization. But if you also want to benefit from that, it’s very important to learn how you can use video ads for your website.

This article is meant to take you step by step through the rudiments of what video ads are and why you should be using them to monetise your site.

Essentially, video ads are delivered in video content that users view on sites. These are either placed in video content (in-stream video advertising) or played from a video player irrespective of the content (out-stream video advertising). In-stream video ads allow for advertisements to be run against the video stream while the inherent content of a page is still being viewed, and out-stream video ads are independent video ads that play outside content on a page. All video ads employed for Web sites can be an engaging and exciting way through which advertisements may reach website users.

For example, video serving on a Web site is dependent upon the type of ad being served. Most commonly, an Instream video ad plays just before or during a video that users are trying to watch like the ones typically featured on YouTube. Out-stream video ads, on the other hand, appear outside of primary video content and may automatically play when a user scrolls over them.

Video ad serving may look pretty complex but is simply broken down into the following steps:

The video player sends a request for an advertisement to a website’s server for ads when a user engages with the content.

Programmatic advertising hosts an auction that determines which advertiser will show his or her ad. The Ad server responds by sending a code to a player to choose an ad. Then, the video player fetches the advertisement from a CDN and then plays the advertisement. The user views the advertisement in the video player and interacts with it.

There are many benefits when you use video ads to generate revenue on your site, especially with the increasing demand for video ad inventory. Here are a few reasons why video ads for websites should be an intelligent choice:

Video ads command higher CPMs compared to regular display ads simply because they are in an engaging format and not as abundant. It allows publishers to fetch premium rates from video ad inventory, meaning it can potentially earn them more than if standard banner ads were used.

Since video content inherently engages the user more than static content, ad fatigue in this regard is lower. Users interact with video ads far more times than they do with static if the advertisement has been very well-targeted and relevant to the user’s interests.

For sites generating income already using banners and other forms of advertising, video ads complement that revenue. In other words, by expanding the types of advertisements served to the audience, one is more likely to increase the revenue for the existing audience.

Video ads, if implemented with the utmost care, enrich the user experience since they will add value through the relevance of content and information towards the end-user.

Before placing video ads, one needs to be aware of the types of video ads. There are two types, which comprise both Instagram and out-stream video ads.

In-stream ads appear within the video stream itself and can appear before, during, or after the primary content of the video (pre-roll, mid-roll, or post-roll). As these ads are often impossible to skip through, they often prove hard on viewers, which is also why, for advertisers, this is one of the most effective formats, and this is profitable for publishers.

• Tough to skip, improving viewability.
• Higher CPMs because they outperform.
• High rates of engagement since they appear within the content that users want to access.

• Requires existing video content on the site.
• Can be intrusive if not handled well.
• Needs an HTML5 video player to deliver the ads.

Outstream ads, on the other hand, are not tied to video content and can appear in various parts of a webpage, such as in the sidebar or embedded within text. These ads autoplay as users scroll and are less disruptive than instream ads.

• No need for pre-existing video content.
• More flexibility in placement and customization.
• Less intrusive and easier to blend into the site’s design.

• Easier to overlook as they are often outside the main content stream.
• Generally lower CPMs compared to instream ads.
• Can affect website loading times.

In-stream if we ask what are video ads require pre-roll video content to appear on the site. They can be intrusive if not managed well. They require the use of an HTML5 video player to serve the ads.

On the other hand, out-stream ads are not related to video content and can be displayed in nearly every available part of a webpage. For instance, it may be shown in the sidebar or inlined within the text. These ads autoplay when users scroll and, therefore, are far from as intrusive as in-stream ads are.

• No prior video inventory
• More flexibility in positioning and personalisation
• Less annoying and fits with the look of the site

• Tended to be overlooked because they appeared outside the main flow of content.
• Generally lower CPMs compared to instream
• Impacted site load times

Now that you know all about what video promotions are, it’s about time you know how to add video advertisements to your site. Here is a fast manual to kick you off:

Based on the content and audience of your website, you have to either choose Instream or Outstream.

You can then allow a good video ad network, such as TargetVideo or Google AdX, to handle your ad inventory, allowing them to sell it to an advertiser.

For a video player on your website to be considered ad-friendly, it is supposed to be able to handle all the required ad formats, like VAST and VPAID. There is, though, a free and also paid video player for you to pick.

The ad networks provide you with ad tags, which are small snippets of code connecting your video player to their ad server. You will have to insert these tags in the video player for the ads to fetch.

For instream ads, embed video content on your site, while out-stream ads can be placed directly into the website’s layout.

Track the performance of the ads after running them using your ad network’s analytical tools. Sustain improvements both to revenues and quality of user experience through constant improvement.

Keep close tabs on your video ad performance and the user interaction data. Continuously improve your strategy such that you get revenue and quality user experience in a fine balance for long-term success.

The increasing demand for video content is, of course, another great revenue opportunity, and what are video ads for sites is a wonderful way to improve your web monetization strategy. Whether you choose to display higher CPMs from Instream or out streams with more flexibility, including video ads on your site will create a more engaging and interactive user experience, boosting earnings.

To start, you can make the process easier by using a service like Target Video for unlocking new revenue streams on your site.