There are a finite number of ways to market your website and only so many options to beef up your ad stack before you begin to see diminishing returns. When you already have display ads, a video unit, a good header bidding set-up, and programmatic advertising, what is left available for you?
Publishers that rely on advertising know that the more advertising inventory they have on their site, the more opportunities they have to sell. This is where Video Discovery technology can make a massive difference by increasing your revenue and helping your users find engaging high-quality video content.
WHAT IS VIDEO DISCOVERY?
To put it simply, Video Discovery is a technology which allows a publisher’s video ad unit to recommend relevant video content actively.
The Video Discovery Unit on the page would most likely recommend a playlist of the top performing video content about other basketball players, teams, and the NBA in general. After all, it may be off-putting to show that user with articles about baseball and would certainly be confusing to play video content about something truly irrelevant, such as music or politics.
The logic behind this method is that if a user is interested in a subject enough to go to the page, then they will also be interested in that subject when shown a video on that page. When a user is interested in a video, then they’re more likely to stay on that page, eat more of the movie, wait to see the next video in the playlist, and also watch more of the advertisements.
Video Discovery is often comprised of a mix of the following:
Contextual Matching: When a Video Discovery device is placed on a page, it scans the page for keywords that indicate what the topic of the page is. Then it can sift through the attached video content library to select only the movies which are most relevant to that subject.
Proprietary Data: By utilizing addressable data, the unit can enrich decision-making and target the perfect user profile with the ideal content. It’s important to remember that none of this data would be personally identifiable information or intrude on the privacy of the visitor.
Historical Ranking: The discovery algorithm continually ranks the quality of every video by means of a complicated scoring system. It presents to users only videos that have the best performance at that exact moment.
VIDEO DISCOVERY AND YOUR EXISTING VIDEO CONTENT STRATEGY
If your site does not have the video however, then what are you waiting for? Video has proven to be more engaging for users than text or static pictures, and video advertising is growing faster than the other types of online advertising. Thus, you probably already have a video content strategy in place.
To explain, Video Discovery is not a replacement for your video content strategy. It is supposed to be complimentary. If you have a unique video that was created specifically for an individual article, then it ought to be prominently featured above the fold. However, following the reader views that movie and starts scrolling down the page, they should be given a opportunity to see more videos. Specifically, videos that stay relevant to their interests.
If you are like many digital publishers, you don’t have a exceptional video produced for every article. Whether it’s due to limited budgets, manpower, or time limitations, it’s completely understandable that not every page receives its quality video.
With a Video Discovery engine, paired with built-in syndication partners, publishers can have a nearly endless library of professional-grade video articles featured on all pages. This means you could combine video content from quality brands into your video library, and the Video Discovery technology would be able to recommend whatever video is most relevant.
There is no longer a reason to not have a video on each report, no matter the subject. With this much monetized video content, your video ad inventory can enlarge, include more of your audience, and boost your revenue.
BOOSTING AD INVENTORY WITH VIDEO DISCOVERY
As we discussed previously, inventory is a limited commodity for publishers. With too many ad units running on your website, you risk slowing down site speed, lowering your rankings on Google, and, most importantly, harming your user experience. Remember, once you lose a reader because of bad UX, they may never return.
That is why it’s so important to be certain your ad stack works together in harmony. With a diverse choice of ad units, mixing an appropriate balance of Display and Video units, neither your customers nor your site will be overwhelmed. They could even encourage each other.
When a Video Discovery unit is attracting a high degree of user participation on a webpage, not only are the pre-roll advertisements getting viewed, so are the viewable Display units which are on the exact same fold. That is the way the elements of a balanced ad stack can lift each other, rather than competing with one another.
The principal obstacle to getting started is choosing the right partner for you. If you’re a larger publisher that already has a lot of video content, then your priority is to make sure those hard earned videos get maximum exposure in a way that doesn’t harm your user experience. If you are a smaller publisher and just have a limited amount of video content being produced, then you will want to partner with a vendor which has a lot of syndication options and partnerships.