It's no secret advertisers are hungry for video content and its viewers. The good news for digital publishers is that a programmatic approach makes it possible for anyone with modest scale to plug into a demand source and monetize video through advertising. Here's the catch: To create a standout user experience for viewers while also attracting premium advertisers, publishers need to execute careful and critical choices.Based on experience working with digital publishers around the world to optimize their sites for video, we've identified the strategies that are proven to deliver results. We've posted these recommendations in a 5-part blog series over the past 2 months with concrete actions you can take to grow your business by creating a more satisfying video experience for advertisers and users alike. Below is a summary for easy-access to these posts.
Video publishing is a complicated operation. Over the course of our series on Video Publishing Best Practices, we've covered audience, speed, viewability, content, and user experience, all of which are fundamental to amplifying video CPMs.While a successful video strategy couldn't exist without these elements, there is one more aspect of video publishing to consider before you put your game plan into effect: optimizing your technical performance and ad demand stack.
1. Make Sure Your Video Player is Compatible with Your Ad Server
There's a lot involved in making sure your video player integrates with your third-party ad server partners. First, be sure to use a video player that's HTML5-compatible. Then, confirm that the player supports integration with your Ad Server or SSP.If your ad server of choice is DoubleClick for Publishers (DFP), confirm that your player supports Google's IMA software development kit (SDK).
Know your audience is one of those sayings that applies to just about everyone, from keynote speakers to stand-up comedians—and yes, site publishers, too.When your objective is to boost your video ad CPM rates, you've got to get inside your viewers' heads. Determining who they are, how they're finding their way to your site, and what they hope to see when they get there allows you to tweak your video viewing experience to meet their specific needs.In this fourth installment of our Video Publishing Best Practices Series, we'll look at how customizing your video strategy to your unique audience can lead to a better return on investment for your advertising partners.
1. Make Sure Your Views Come From Real Traffic
Before you get started, you first have to make sure that your visitors are human. Fraudulent site traffic is an ongoing concern, as digital traffic generated by bots impacts video advertising by diluting the effectiveness of your clients' investments.As explained by eMarketer, video and mobile are especially prone to fraud as they are “higher value areas.” The company also notes that as fraud protection technology becomes more sophisticated, so do efforts to “deceive” buyers. This has advertisers collaborating with their vendor and publishing partners to reduce bot fraud and protect the integrity of their video impressions. As eMarketer puts it, “advertisers, legitimate sellers and industry organizations continue to push for greater accountability from those continuing to perpetrate it or permit its presence in the ecosystem.”
So far in our Video Publishing Best Practices Series we've covered the role that user experience and viewability play in video monetization — but none of that can exist without content. How you source and present your videos, and the placement of your clients' ads within them, influences metrics ranging from views and return visits to audience retention and subscription rates.What follows is a set of guidelines designed to help you make the most of the video content on your site in the interest of creating the optimal experience for the user and advertiser.
1. "Videofy" Your Evergreen Content
If you're like most publishers, you have a huge repository of evergreen content on your site. Articles that are generally useful and relevant to ongoing issues are likely to entice your audience for years to come. So why not leverage their popularity for the benefit of your advertisers?By identifying high-traffic stories and pages and then adding related videos to that content, you can offer desirable new advertising opportunities where there were none. Between providing your visitors with an enhanced content experience and giving your advertisers access to high-performing pages, it's a win-win.
Despite the distractions of warmer temperatures and cloudless skies here in New York City, JW Player HQ has been buzzing with activity as we released features to keep up with our customers’ growing businesses! Our last product update celebrated JW 7.9 and TV casting, and today we’ll touch upon some of the highlights from releases 7.10, 7.11, and 7.12.
What does it take to create a video viewing experience so seamless and effectual that advertisers will happily pay higher rates? In the first installment of this series, we explored UX and its impact on video monetization. While great experience — from faster load times to a mobile-friendly format — contributes to success, there's more to creating an effective video publishing strategy.The way you present and position video content on your page influences everything from view-throughs to engagement rates. The goal for all publishers is to create an optimal experience for the user and advertiser.With that in mind, here are five best practices for improving the appearance of your video content and increasing the value of your ad inventory.
1. Select Eye-Catching Thumbnail Images
Before a video can generate a single view, it has to catch a user's eye. On a page teeming with content, this isn't always easy. The thumbnail images you choose to represent each video must be powerful enough to generate an immediate response, so that users can't help but click.
Thumbnail images should reveal enough about the content that the user can make an informed decision to watch. Pick an image that showcases a key moment in the video and incites an emotional response. Featuring faces is also a smart move; just as happy faces can improve the effectiveness of advertising (neuromarketing research shows that "A smiling face is a powerful and incredibly simple tool to enhance customer joy and increase brand appeal"), consumers are likely to be drawn to the faces in your thumbnail images. You'll also want your images to feature a single point of focus and contrasting colors, as this will improve visibility on small mobile screens.
When it comes to web publishing, user experience (UX) is everything; no matter the nature of your site, a positive experience can have a direct impact on your business. With online video expected to represent 82 percent of consumer Internet traffic by the year 2021, the opportunity to prioritize monetization and boost video CPMs is greater than ever before.
A focus on user experience design offers other benefits to media companies as well, including its favorable effect on search rankings. Let's take a look at five ways to optimize your site's UX for both the benefit of your company and advertisers.
Building great toolsets to deliver videos seamlessly and at scale is one of the core missions of JW Player. We are excited to announce that customers on JW Platform can now use our new V2 Delivery API endpoints. The V2 endpoints are up to 10x faster, support pagination & poster width selection, and provide easy solutions for building JW Recommendations into any application or publishing workflow.Our V2 endpoints are built on a new technology platform that allows us to quickly roll out new features and support even more customers at high availability. Developers will love our Interactive Delivery API Reference which makes it easy to try out all the new features of /v2/media & /v2/playlists.
Recently JW Player co-founder Brian Rifkin spoke on the “What’s on Now?” panel at the LDV Vision Summit. This two day conference in NYC covered how trends in computer vision, deep learning, and technology are shaping the video publishing industry.
Livestreaming continues to gain traction as Facebook, Twitch, and YouTube ramp up their real-time video capabilities. While publishers have had success on each of these platforms, they've limited their reach by only broadcasting on one channel at a time. As a result, they have yet to harness the full potential of livestreaming.Live video helps brands forge genuine, unfiltered, and real-time connections with consumers. As eMarketer found, 80 percent of retail executives say livestreaming helps them create more authentic interactions with their audience, and 60 percent say it helps bring a human element to digital marketing. Facebook also found that live videos are watched three times longer than regular videos on the social network—further proving the effectiveness of the format.That's why JW Player launched JW Live, which allows publishers to simulcast live video across a full range of social sites, company websites, and mobile devices. Businesses can use one simple dashboard to distribute, manage, and monetize content on several channels, leveraging the power of several audience touchpoints at once.But then a new question arises: How can you engage each of these unique audiences through one live video, ensuring that you take full advantage of this opportunity?Here are four helpful tips for livestreaming across platforms at the same time.