Video ad monetization is one of the most profitable solutions for generating revenue from video content. As a result, many publishers are looking for ways to incorporate video into their business strategies. To get started with video ad monetization, the first step for publishers is video sourcing, i.e., finding quality video content they can monetize.
Importance of Quality Video Content
According to statistics, video was the most produced content marketing type in 2022.
Videos increase website traffic, convey a clear message, and create new leads. Overall, they are a lot more engaging than other online content types.
By utilizing quality video content, publishers can increase their audience reach and improve user dwell time on their website/app. With a larger audience pool and longer dwell time on videos, publishers receive more ad opportunities. In turn, they can rapidly accelerate their revenue.
Video Sourcing Options — Where to Get Quality Content
Publishers need to consider several factors to source high-quality, engaging video content.
Developing a video strategy is necessary, as costs vary depending on the sourcing method (production or lease/purchase expenses). We have singled out three solutions that cater to these factors: creating your own (self-produced), leasing, or purchasing quality video content.
Self-Produced Video Content
Self-production refers to producing your own video content as a publisher without the help of external production companies or agencies. Here are some aspects of self-production that may impact the publisher’s choice:
- Brand Building — Producing original video content can help the publisher build their brand. While the main idea is to incorporate videos to generate more revenue through ad monetization, publishers can also use this opportunity to create video content that can help increase brand awareness or promote their products.
- Custom Content —Video is a highly engaging content format by itself. However, to truly catch the user’s attention and increase dwell time, publishers need to know what type of video content is of interest to their target audience. With self-production, publishers can create custom content that aligns with the audience’s interest, leading to higher engagement rates, increased time on site, more shares, and ultimately more revenue.
- Production Costs — One of the downsides to self-production is expenses. Publishers have to invest in pre-production, post-production, equipment, and location costs. Often, the production costs amount to more than leasing/purchasing video content from production companies would cost.
- Time-Consuming — Video production requires detailed planning, scripting, filming, editing, and post-production, all of which are time-consuming.
- Limited Expertise — Some publishers may have limited expertise in certain areas of video production, which can result in poor-quality videos. To avoid this, employing a highly-skilled team would be a viable solution. However, this only leads to additional costs.
Purchased Video Content
Another way to acquire quality video content is by purchasing it from production companies or agencies. Instead of producing their own video content, publishers can purchase pre-produced videos from professional video producers or hire them to create custom content for their needs.
When purchasing video content from production companies, publishers are essentially buying the rights to the video content they want to serve on their websites. The following are specifics on purchased video content:
- Guaranteed Quality — One of the benefits of purchasing video content from production agencies is the guaranteed quality that comes with it. Production companies have the expertise, experience, and equipment to create high-quality video content. This is especially important for OTT platform publishers as quality heavily impacts the audience’s interest in the video content itself.
- Cost-Effective — While purchasing content from production companies and agencies involves upfront costs, it can be a cost-effective solution in the long run. By outsourcing, publishers can avoid the ongoing costs of investing in equipment and personnel.
- Licensing Restrictions — Publishers need to adhere to licensing and usage restrictions. For instance, they may need to pay upfront fees to use the pre-produced video content on certain platforms.
- Upfront Costs — The biggest drawback of purchasing content from a production company or employing a production company to make content for you is the upfront costs which can be rather expensive for smaller-scale publishers.
- Questionable Originality — Depending on your vertical, purchased pre-produced video content can often lack originality in comparison with self-produced video content. While production companies can give creative output, it does not necessarily mean your video content will stand out from the competition.
Leased Video Content
Instead of outright purchasing, publishers can lease video content — pay a fee to use pre-produced video content for a limited period. Leasing video content comes with the following benefits:
- Cost-Effective — Leasing is the best option for publishers who would like to use high-quality content but don’t have the resources to produce it in-house or outsource a production company. Among the three solutions, leasing is the most cost-efficient.
- Diverse Content — By leasing, publishers gain access to a wide range of video content from different producers and creators, giving them a diverse selection they can choose from and decide on which content to serve to their users.
- Flexibility — Leasing is a rather flexible option for publishers. They can choose for how long they would like to lease content, which gives them more control over their content budget and can save them costs.
- Time-Saving — Leasing video content is perfect for publishers who would like to save time on production and get access to pre-produced premium video content almost immediately.
- Licensing Rights — Leasing video content can provide publishers with licensing rights to use the content in certain contexts or on specific platforms, depending on the arrangement. Publishers won’t have to worry about copyright infringement as much.
Video Content for Publishers From TargetVideo
For publishers who want to start generating revenue through video ad monetization but don’t have video content of their own, TargetVideo offers Video Content for Publishers — a diverse selection of high-quality original video content. With a rich library of videos from various industry verticals (food, home, parenting, and more) publishers can make sure their audience stays entertained.
After choosing the most suitable video content for your audience, you can play it in our fast and engaging HTML5 video player. To finish up, monetize your video content with your own ad tags or take advantage of TargetVideo’s Managed Ads Service and Premium Demand. Join us now and let us streamline your monetization strategy.
Maximize your ad revenue with:
· cutting-edge ad tech
· extensive ad network
· exclusive video content
