Publishers are always looking for the right balance between the intrinsic quality of their content and its monetization. While no-one wants their valuable content to become nothing more than a moving billboard, for most publishers it is true that their videos are potentially their most valuable real estate. Over recent years we’ve seen a big increase in the amount of long-form video content, from 30 minutes up to full feature length.
This is particularly true in the gaming sector where play full length game replays that can last many hours. This trend has only increased the importance of mid-roll video advertising.
Mid roll video advertising on the rise
With the expectation to deliver ads revenue gains for content publishers, multi mid-roll ads carries a lot on its shoulders. The theory is sound: as viewers have already engaged with some of the video content then they reach a mid-roll with a large chunk of video remaining, there is a good chance they are more likely to view the ad rather than disengage. Mid roll ads also mirror a viewers’ TV experience. They are timed to coincide with a natural break in the content they’re watching, rather than appearing abruptly.
But what about the technicalities? The challenge for developers is that many publishers will have dozens of campaigns set up, potentially with multiple ad networks. Users therefore require a management interface that is as simple as possible, but also as powerful and flexible as possible. The publisher needs fast execution of the process for requesting and placing adverts with minimal latency or overhead. Developers are navigating between these competing requirements for simplicity, flexibility and speed.
Going down the modular route
Vzaar developed enhanced mid-roll video advertising functionality in response to subscribers who stream full-length online films. Our approach was to modularise the advertising-related data. We treat adverts as comprising of two separate objects. The first is the advert itself; the actual link to the subscriber’s VAST tag. The second is an advert placement, which stipulates which video/user the advert should be used for and when it appears. Naturally, the same advert can be used for multiple placements. This makes even the most complex mix of multiple campaigns on multiple ad networks simple to manage, saving our users time.
The vzaar support team has migrated all our subscribers to the new advertising settings, a complicated task that involved live, revenue-generating data, often for customers with multi-user accounts. Our whole customer base and all new customers are now on the new settings allowing infinite mid-roll possibilities.
More flexible advertising
The increased modularity has resulted in much greater flexibility, with vzaar users being able to place any number of adverts at any time in the video, including showing the same ad multiple times. We can’t guarantee that your ad requests will always be filled, but we do make sure our users are in total control of their advertising real estate.
If you’re looking to monetize your video content, check out our how to get started with video advertising blog to begin your revenue generating journey or if you’re further down the line and ready to start testing the possibility, start a free trial to unlock the potential of your videos. If you don’t have an ad network, vzaar has you covered with