Instream ads are by far one of the most popular and profitable ways to monetize video content. However, not setting them up properly can cost publishers valuable revenue. From the right ad placements to optimal price floors, there are many factors that play into just how much you can make from instream advertisements. Read on to find out more about instream ads or jump straight to our tips from the table of contents below.\
What Are Instream Ads?
According to IAB Tech Lab’s Video Format Guidelines, instream video ads are video ads that accompany existing non-advertising video content. This stands in contrast to outstream video ads, which are served independently from any video content, usually in their own video player.
Types of Instream Ads
There are three main types of instream ads: linear, non-linear, and companion ads. Linear ads interrupt the video stream the user is watching, much like commercials on TV. Non-linear ads, also known as overlay ads, are usually overlaid over the stream, most commonly in the form of a static or dynamic banner ad. The user can keep watching the stream while the ad is showing. Lastly, companion ads are banner ads that run concurrently and in sync with a linear or nonlinear ad. Companion ads aren’t technically shown within the stream, but rather next to or around the video player.
Linear ads have three subtypes:
- Pre-roll ads — Served before a video stream.
- Mid-roll ads — Served during a video stream.
- Post-roll ads — Served after a video stream.
For clarity purposes, this text will address the best practices concerning instream linear video ads, and they will be hereinafter referred to as simply instream video ads.
Benefits of Using Instream Ads
Instream ads are one of the most common video ad formats out there, and for a good reason. Not only are they highly effective for advertisers, but they bring quite a few benefits to publishers, too:
- High CPMs — Video ads are generally more profitable than other formats. Among them, instream ads tend to make more than their outstream counterparts.
- Cross-channel compatibility — Whether you have an OTT service and a CTV channel or simply want to put video ads on your website, instream ads are a viable option.
- High viewability — Since instream ads interrupt the stream and are served in a player that already has the viewer’s attention, they have high ad viewability, bringing in more impressions and higher ad yield for the publisher.
- Considerable demand — Because instream ads are such an effective advertising tool, lots of advertisers are willing to invest in them. For publishers, this translates to high demand that they can cash in on.
6 Tips for Setting Up Instream Ads
While instream ads can be quite profitable for publishers, it is still important to consider some best practices and tips when implementing them into your ad monetization strategy. Check out our top six tips for publishers looking to take their instream game to the next level.
Find the Optimal Ad Number and Placements
With instream ads, the right placement during the stream can make or break your strategy. Unfortunately, there is no clear formula for finding the right moment to serve an ad. How many ads you should serve — and when — depends on a number of factors, including the length and type of your video, the duration and skippability of the ad, and so on.
The best way to figure out the number and placement for your ads is through trial and error. Play around, keep a close eye on your ad analytics, and see what works best for you.
In the TargetVideo CMS, you can set up the placement of your instream ads in the Set Player Behavior and Set Player Ad Stack fields for a specific player.
Make Use of Ad Podding
Ad podding is a handy feature that allows you to serve multiple consecutive ads in a single slot. Although ad podding is considered quite intrusive if overdone, it can be a great tool for boosting your monetization efforts.
Podding your ads from the TargetVideo CMS is quite simple. In the monetization panel in a video or player, click on the pre-roll option. To add another ad, click on the pre-roll option again. The number of times you click is the number of ads you are podding. You can find detailed instructions for ad podding in our Zendesk.
Use Engaging Content Units
A number of content units can make your content and, by proxy, your ads, more engaging and visible. For instance, using a floating video player will ensure your video stays in view even as the user is scrolling, ensuring that they also see the ads you are serving.
You can activate this feature by toggling the Stick Player to Viewport in the Sticky Player panel of the Set Player Behavior screen.
Increase Ad-Serving Opportunities
Another great thing about engagement units is that they allow you to serve more ads. For instance, showing a contextually-matched playlist will make users more likely to stick around longer, keep watching your content and, by extension, keep seeing instream ads.
Optimize Price Floors
Regardless of how many tips and tricks you put into use, you could still be missing out on valuable revenue if your price floors aren’t set up right. Optimizing price floors is all about finding the right balance between getting higher-paying ads and getting any ads at all.
Figuring out the right floor values for your ad inventory can take a lot of trial and error, and it’s a task that is never truly done. Luckily, there are tools you can use to automate price floor optimization and ensure you’re getting the most out of your inventory. TargetVideo’s Prebid Price Floor Optimizer does precisely that.
Optimize Your Header Bidding Stack
Lastly, optimizing your video header bidding stack will ensure your auctions perform just right. Keep track of which SSPs give you more ads, as well as which ones offer higher-paying ads, and make sure to prioritize them in your auctions. This, along with better-optimized price floors, will ensure higher fill rates.
Make Use of the TargetVideo Managed Ads Service
Whether you want to lighten the load of your ad ops team or simply need an ad management expert to rely on, the TargetVideo Managed Ads Service is the right choice. With Managed Ads, you will have a dedicated team of ad ops specialists using cutting-edge TargetVideo ad tech to manage your ad operations from start to finish. Activating the Managed Ads Service will not only save you time but also boost your ad revenue. Get in touch with your account manager to find out more.
Experienced Ad Ops Team
Personalized Ad Stack Management
Advanced Ad Tech
Yield Optimization Engine
