Best video ad networks
With over 2.3 billion users worldwide, YouTube has proven that video marketing is here to stay.
So, it shouldn't come as a surprise to know that publishers are increasingly using video ad networks to reach a wider audience and form a connection through creative storytelling.
In fact, ad spending in the video advertising segment is projected to reach over $37 million by 2021 - showing an annual growth of 5.05% (2021-2025) and cementing it as a burgeoning segment in programmatic, as more and more TV dollars are invested in it.
However, this has been a long time in the making. In 2016, BuzzFeed stated that half of their advertising revenue is generated by video advertisements and they are aiming to push this number to 75% in the coming years.
And, it seems it's already paying off as they’ve seen a 3X increase in Facebook in-stream ads between June and December 2018. Similarly, The Washington Post, Forbes, and CBS and larger publishers have began exploring alternate video advertising avenues.
What are video ad networks?
Simply put, video ad networks help both publishers and advertisers trade video ad impressions at scale.
According to Five Minute Marketing, 85% of content consumed on the internet by 2021 will be video. As a result, 96% of marketers have invested ad spend on video, with another 61% planning to increase their budgets.
A strategically placed video ad can make you between $9 and $20 per 1,000 impressions based on location, niche, and other factors.
And, as a result of these factors, not all video advertisers will make the same amount of money.
There are a number of ways digital publishers of all sizes can take advantage of this by generating their own unique video content and monetizing it through programmatic demand.
Alternatively, you can utilize different partners that will actually produce the video content for you, so you can reap the benefits of video ads without creating them yourself.
Instream vs. Outstream video ads: Which is right for you?
In-stream video ads
Publishers who already have video content on their websites can run ads along with their existing content. This is called “Instream video ads.”
Currently, the most reliable and frequently used system for placing video ads within a relevant video context, instream video ads allow advertisers to get into the thick of consumer video content.
However, they can also be somewhat limiting, especially if an advertiser’s audience isn’t active on the channels they are advertising on.
Outstream video ads
Publishers without video content can place video ads the same way they would an image or text ad, which is called “outstream video ads.” Outstream is a somewhat new addition to the world of video advertising, but it offers a massive advantage since it can deliver video ads anywhere, anytime.
Regardless of whether a publisher chooses instream or outstream ads, they still need to connect with buyers in order to run relevant video ads.
Video ad networks allow publishers to connect with thousands of buyers so that video ad impressions are transacted. The best video ad networks also provide publishers the technology required to run, report, and optimize video ad campaigns.
Which is the most popular platform for video ads?
Before delving into the most popular or the fasting growing ad network, it's important to know that as a publisher you should select an ad network that offers technological support and the expertise needed to fight against fraudsters.
We have compiled some of the best video ad networks in the ad space so that publishers can compare and choose from in our comprehensive video ad networks list.
13 Best Video Ad Networks for Publishers
Primis is one of the best video discovery engine platforms. Primis is the original Video Discovery platform built to increase revenue for publishers by helping their users discover high quality video content.
Their Video Discovery technology is used by 100s of digital publishers across the world, empowering 300M uniques with an engagement-based video experience that recommends video content they love, automatically skipping content they don’t interact with.
On a monthly basis, Primis makes 4.8B recommendations of 3.4M pieces of content, across 30 verticals leading to the monetization of over 4.5B video impressions.
Primis holds itself accountable to the highest industry standards in digital advertising. The network is safe to use and protects users against fraud.
Meanwhile, the ads are carefully selected to maximize RPMs and improve video monetization.
Publishers can join the company’s in-stream video ads system and use their original content. Since most Facebook users are on mobile devices, it’s more suitable for mobile video ad inventory. You can opt for mid-roll or pre-roll ads with FAN, as the platform does not presently support post-roll ads.
While Facebook Audience Network is a great option for the video ad format, remember that CPMs depend on a variety of factors including bid density and location. You’ll also need to configure SSP or ad server to deliver video ads.
AdPlayer.Pro is a outstream video ad solution, which enables publishers and content creators to generate ad revenue by monetizing editorial content, regardless of whether they have on-site video inventory or not.
This network provides additional ad revenue, with no interruption to your current ad stack through video monetization tactics.
The audience targeting of the video content served to users on the platform provides a better user experience than most ad server networks, so your ads will only be served to the highest quality audience.
OpenX is a video ad network that is available across all major video ad servers, video players, and integrations including VAST tags, header bidding, and OpenRTB maximizing inventory value via open auctions and private marketplaces.
It has also proved to be a good option in over-the-top (OTT) media services (i.e. Netflix) and can run both in-stream and outstream video ads. In-content and in-content sticky are some of the top supported formats on this ad network.
This video marketing platform is suitable for users who have access to a good amount of their own video content since it lacks a syndication service.
While it’s a major con, on the positive side, it has more than 50 demand-side partners. Plus, it offers a bunch of campaign optimization and custom targeting tools.
Magnite (previously known as both Rubicon Project & Telaria prior to the merger) is a reliable source for advertisers, serving over 65% of the global comScore 300 publishers including big names, like CNN, Bloomberg, ESPN and The Economist.
It is known as a curated programmatic advertising marketplace with a global demand of more than 1 billion daily video ad requests. Very few video ad networks enjoy the kind of reputation and recognition that the Rubicon video ad network does.
The merger combines Telaria’s strong connected TV and video management operations with Rubicon’s big programmatic desktop and mobile video advertising.
Unlike other options out there, this one serves all kinds of users including, mobile and desktop users.
You will find different ad formats on this network. Plus, it provides information in real-time and can be a good option if you're looking to monitor how campaigns are performing at a glance.
This video network also uses the latest video ad technology, including AI, to improve the delivery of rich media. Publishers who use Magnite are said to earn more revenue than publishers who use other ad networks, however, we do not have figures to test the claim.
It has enabled video header bidding, which can be used as a tool to increase competition and generate more revenue via video content.
If you’re looking for a top video ad network in Asia then your search ends here. This international ad system is best suited for Asian publishers and brands.
SelectMedia offers a variety of formats here, including slider playlist, in-content, bottom sticky and overlay. The network runs outstream video ads and offers a bunch of reliable and user-friendly yield optimization tools to enhance revenue.
On the negative side, SelectMedia doesn’t offer very high CPMs for video ads since the auction occurs on open exchanges. Plus, unlike some other options out there, this one doesn’t let users make use of first-party data.
Joining Unruly will give you access to every major DSP and trading desk, in addition to 95% of top brands found in the AdAge 100.
Unruly isn’t like other options out there because the network does not require publishers to have video content to monetize, since a large number of video ad units on the platform are displayed within the content.
However, there are options for video content in the form of in stream ads and different ad formats, like video.
What makes this an incredible choice for advertisers is the impressive onboarding process. It follows IAB Tech Lab’s LEAN Principles and the standards set by the Coalition for Better Ads and offers dedicated account management for ease of use.
You will also be able to keep an eye on your video content in real time to know how ad units are performing.
Originally known as Oath, Verizon Media is among the most reliable names helping advertisers to run video ads. It combines some of the best assets of AOL and Yahoo and is known for offering excellent customer support.
This self-serve platform is easy to use and offers top-notch safety tools. It enables publishers to run outstream video ads, in different ad formats, by placing a script.
While it’s essentially a video ad network, non-video publishers can utilise Verizon Media’s syndication service. This means you will not need to rely soley on ad revenue.
No video ad network list would be complete without the mention of Chocolate Platform - one of the fastest-growing video ad networks for publishers out there.
This platform primarily serves mobile developers and publishers and can be a good choice if you want to target mobile users.
However, we must mention that it doesn’t focus much on mobile sites, as 90% of the demand bids are on mobile apps and only 10% are on mobile web.
Due to these limitations, it may only be suitable for publishers who own or market mobile apps.
AdMedia is a very unique platform, as it allows users to monetize third-party videos. It seems to be gradually growing in popularity, but some users are apprehensive to use this ad program due to how it operates.
Most networks connect to video ad exchanges and sell impressions. This is a universally accepted method to display ads.
However, AdMedia, like Google AdSense, works differently and only sells impressions to advertisers who are on its platform.
The platform uses contextual targeting, which can result in relevancy issues. You can, however, pick video content from its partners - making it a preferred option for publishers who do not have their own video ads to display.
Teads distributes video advertising to 1.9 billion people every month across some of the world’s best publishers. It’s one of the few ad exchanges that shares high quality video ads with mass audiences on a global scale - much like YouTube.
At the core of Teads’ video ad platform is the aim to produce professionally-produced editorial content that captures attention and catapults viewability.
How does this global video ad network achieve this? Through contextual targeting, branding and optimised creatives for mobile.
Brands no longer want to spend additional money on mobile advertising, which is why Teads adopts a mobile-first approach to your ad campaigns and supports many different ad formats, including video and display.
According to the company, Teads achieves a 30% increase in reach on target vs. Nielsen benchmarks and scans 100 million articles to understand what 1.9 billion consumers are reading each month to help inform their ad inventory.
While it’s best suited for publishers who own video content, you can still use it if you don't produce your own, as it can provide thousands of videos for your campaign.
Fyber offers a large number of ad formats and is said to be best suited for premium brands. It takes data very seriously and is one of the few ad platforms that offer information in real time.
This programmatic tool mainly focuses on mobile-first video formats such as VPAID for mobile. You can choose from a number of ad units including banner, vertical, landscape, and square.
Fyber brings a lot of tools under one platform and even allows publishers to run A/B tests to find what works and what doesn’t. With this tool, you will be able to attract more advertisers.
Such features make this one of the best ads networks for video ads and rich media ads.
Undertone works with publishers who have an existing video library. You will not find a lot of video ad formats on this platform, however, it’s still in demand due to higher CPMs.
It mainly promotes full-screen takeover ads and offers limited ad and rich media customization options. With the right video campaigns, you will be able to create an ad that exceeds your business goals.
These were some of the best video ad network options for publishers.
As a publisher, your target should be to optimize every page and earn as much as you can. Learn how to create the right ad to make sure you can attract big brands. The key lies in generating ‘impressions’ without affecting user experience.
Some networks provide tips on how to make a high quality video ad. Look for ad resources and work on your skills so that you can create a successful ad campaign and maximize your video inventory to achieve your goals.
Also, don't forget the importance of ad analytical tools that offer real-time figures to know how your videos are performing.