In 2020, YouTube has proven that video ads are here to stay, hence it doesn’t come as a surprise that publishers are increasingly using video ad networks to reach a wider audience and form a connection with the help of creative storytelling. In fact, ad spending in the video advertising segment is projected to reach $37 million in 2021, showing an annual growth rate of 5.05% (2021-2025) and making it a massively growing segment in programmatic as more and more TV dollars are sent this way.
However this has been a long time in the making. In 2016, BuzzFeed stated that half of their advertising revenue is by video advertisements and are aiming to push this number to 75% in the coming years. And it is already paying off as they’ve seen a 3x+ increase for Facebook in-stream ads payout between June and December 2018. Similarly, The Washington Post, Forbes, and CBS and larger publishers have explored different video advertising avenues.
What Is a Video Ad Network?
Simply put, video ad networks help both publishers and advertisers trade video ad impressions at scale. According to Five Minute Marketing, 85% of content consumption on the Internet in 2021 will be video. As a result, 96% of marketers have placed 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 such factors. However, 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 through generating their own unique video content and monetizing through programmatic demand or through different partners that will actually provide the video content and monetization for you so you get the best of video without investing in creating it.
Instream vs Outstream: Which is right for you?
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 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.
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, but it has a tremendous advantage since it can deliver video ads anywhere and everywhere.
Regardless of whether a publisher chooses instream or outstream, they still need to connect with buyers in order to run 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 offer publishers the technology required to run, report, and optimize video ad campaigns.
Ideally, publishers should select a network that offers them technological support and the expertise needed to fight against fraudsters. Here some of the best video ad networks publishers can compare and choose from.
13 Best Video Ad Networks
Primis is one of the best video discovery platforms. It focuses on native advertising and offers several designs to choose from including in-view ads. The platform has served more than 1.3 billion video ads through 120 million unique users.
The tool is best known for its unique discovery engine that uses AI, audience targeting, and contextual targeting to deliver relevant ads based on the content in the article, without even needing to own your own video content.
The network is safe to use and protects users against fraud. Moreover, the ads are carefully selected to maximize RPMs and improve monetization.
Publishers can join the company’s in-stream video ads system and use their original content. Since most FB users are on mobile, it’s best suitable for mobile video ad inventory. You can opt for mid-roll or pre-roll ads with FAN. The platform does not presently support post-roll demands.
While Facebook Audience Network is a great option for video ad format, remember that CPMs depend on a variety of factors including bid density and location. Moreover, you’ll have to configure SSP or ad server to deliver video ads.
Viewdeos is another video ad platform that concentrates on native video advertising. It’s best known for monetizing short-form videos to increase saleable inventory and grow revenues.
The company emphasizes user experience and offers several video ad formats. The platform uses unique testing tools to quality text videos to ensure the best user experience is delivered to the end-user.
The algorithm is quite reliable. It carefully monitors the best performing ad to ensure relevancy.
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 proven to be a good option in Over-the-top (OTT) media services i.e. Netflix and can run both outstream and in-stream ads. In-content and in-content sticky are some of the top supported formats.
This video ads platform is suitable for users who have access to a good amount of 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, 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 ad networks enjoy the kind of reputation and recognition that the Rubicon video ad network does.
The merger brings together Telaria’s strong connected TV and video management operations with Rubicon’s big programmatic desktop/mobile advertising.
Unlike some other options out there, this one serves all kinds of users including mobile and desktop users.
You will find different video formats on this network. Plus, it provides information in real time and can be a good option to keep an eye on how campaigns are performing at any given time.
The platform also uses the latest video ads technology including AI to improve the delivery of rich media. Publishers who used Teads 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.
More information will be provided as the merged entity further expands its capabilities and operations.
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.
You will find a variety of formats here including slider playlist, in-content, bottom sticky, and overlay. The network runs outstream 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.
This isn’t like other options out there because Unruly does not require publishers to have video content to monetize with video ads since a large number of ad units on the platform are displayed within the content. However, if there are options for video content in the form of in-stream and other video ad formats.
What makes this an incredible option 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 be able to keep an eye on your video ad content in real time to know how ads are performing. Very few video ads companies offer such services.
Originally known as Oath, Verizon Media is among the most reliable names offering video ads. It brings together some of the best assets of AOL and Yahoo and is known for offering excellent customer support.
This self-servable platform is easy to use and offers top-notch safety tools. It gives the option to run outstream ads by placing a script. It can offer excellent CPMs by leveraging first-party data.
Verizon Media besides header bidding also offers CTV advertising with some creative formats.
While it’s essentially a video ad network, non-video publishers can count on the platform’s syndication service. This means you will not need to count on ad revenue solely.
No video ad networks list can be complete without the mention of Chocolate Platform, one of the fastest-growing video ad networks out there.
This company mainly serves mobile developers and publishers and can be a good pick if you target mobile users.
We must, however, 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. It allows users to monetize third-party videos. It appears to be gradually growing in popularity but some users are apprehensive of using this ad program due to how it works.
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.
It has to work very hard to continuously attract and retain advertisers to maintain good CPMs. This is why it pays attention to every ad.
The platform uses contextual-based targeting, which can result in relevancy issues. You can, however, pick video content from its partners making it a good option for publishers who do not have their own video ads to display.
Matomy can be a great video ad platform for publishers as it provides access to a huge number of advertisers including international brands. It’s one of the few ad networks with an international presence making it a good option for users who receive traffic from around the globe.
Keep an eye in real time on the numbers to know more about which ad formats work well as it offers several to choose from. Some popular ad options include post and mid-roll ads. Plus, it works with all kinds of publishers including users who have no video content on the website.
According to the company, the ads offer a 75% view through rate and high CPMs.
While it’s best suited for publishers who own video content, you can still use it if you own none as it can provide more than 100,000 videos and a video player for your site.
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.
Undertone works with publishers who have existing video libraries. 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 ad campaigns, you will be able to create an ad that works wonders.
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 the right ad. Look for ad resources and work on your skills so that you can create a great video ad campaign to enjoy good numbers.
Also, do not forget the importance of ad analytical tools that offer real time figures to know how your videos are performing.