Both advertisers and publishers are constantly struggling to get more video views. For advertisers the challenge is ongoing. They create video to drive awareness around their products and need consumers to watch said videos in order to push them through the beloved marketing funnel. On the other hand, publishers need video views not only to engage readers with the editorial content they produce, but also to create space for advertisers to run their videos and drive revenue goals for the website. While one side seems to solve the other’s problem, unfortunately it doesn’t. There’s far more video ads that need to be run than available space to run them.
This problem is affecting publishers at all levels. At AdsNative, we hear time and again from our clients that they are totally oversold on video inventory, sometimes as far out as six month in advance. Even the CEO of the New York Times Mark Thompson has publicly remarked, “We are currently leaving money on the table because we don’t yet have enough video-advertising opportunities to sell.” No one, especially a digital publisher, wants to leave money on the table.
So the answer is simple – just make more videos, right?
Wrong. Producing new video content is expensive and time-consuming. And outsourcing video lowers a publisher’s ability to ensure quality content appears on their properties. Then flooding the pages with additional video players diminishes the user-experience and potentially leads to a loss of traffic, i.e. revenue.
The answer is native video advertising.
That’s right, native video advertising is here to rescue publishers and advertisers from lack of video views. These units look and feel like the surrounding content, existing in places where readers are already spending time. Typically you will find native video ads in one of three locations on a publisher’s site: in-feed, in-article, or end-of-post. The ads can play videos from within the ad experience or drive users to a designated landing page and come in a variety of formats.
Now, instead of leaving money on the table, publishers can supplement their existing video distribution and monetization strategies with native ads. These units drive higher click-through rates compared to banner ads. They also command higher CPMs due to increased viewability.
The best part is that adding these native units on to an existing campaign doesn’t require supplementary resources. There’s no need for an additional round of creative approval from advertisers because publishers can repurpose the same assets. Furthermore, publishers can push proprietary content out through placements within their O&O network of sites and on native ad networks. By running their own native campaigns, content creators can extend the reach of their videos and/or drive users back to their sites.
Now, stop asking yourself how to drive more video views and start encouraging your sales teams (here’s some tips from our SVP of Partnerships Kevin Van Lenten) and media buyers to incorporate native videos ads into their campaign strategies. Native advertising will enable both parties to reach additional audiences, thus increasing video consumption rates. The implementation is quick, easy, and efficient. And the results speak for themselves. Native video ads will make both advertisers and publishers happier with their content marketing efforts in 2015.