With digital video advertising undergoing its exponential growth over the past decade, the industry prospects are nothing short of optimistic, especially in the outstream segment.
As the study by Statista revealed, the outstream video ad spending has outreached in-stream video ad spend volumes in Europe back in 2019, and this trend only accelerated during the lockdowns of 2020.
With that in mind, it’s high time for publishers of editorial inventory to put their extensive effort into the optimization of their monetization strategies to achieve their revenue goals.
Here’re some of the practical tips and things to consider.
Leverage First-Party Data
With third-party cookies soon to deprecate, advertisers’ capabilities to reach (and engage) their target customers will extensively depend on publishers’ first-party data. This, in fact, means digital property owners will be able to leverage their readers’ audience insights through the creation of some sort of a first-party data platform, hence monetize their inventory more effectively.
The “privacy by default” realities will also strengthen publishers’ positions as the primary source of privacy-compliant data, derived from consented identifiers.
As the experts explain, while so-to-speak browser-linked audience cohorts will constitute the major part of audience data utilized for addressability purposes, it’s a secure, customer-enabled ID from their login on a publishers’ website, or an opted-in device ID, obtained by the app, which will enable brands to provide their customers with the sufficient level of video ad personalization, without disrupting their privacy.
In this respect, it’s crucial for publishers to join the industry efforts to develop the global standards on accountability and privacy, hence balance the relevance, viewability and measurability of video ad creatives, displayed on their digital properties with their readers’ privacy rights protection.
Namely, one of the ways to join forces with other businesses on the digital advertising market is to sign up for the Task Force membership within the IAB Tech Lab’s Project Rearc.
Foster Brands’ Trust
Even though the essentiality of fostering brands’ trust is nothing new, the way the global digital advertising industry is perceiving the notions of brand safety and brand suitability are continuously changing.
What remains vital for publishers of editorial inventory, who’re monetizing it with outstream video ads is to demonstrate their compliance with the new and improved standards, particularly related to video ad verification and measurement, to prove their reliability and trustworthiness to their potential and existing Demand partners.
In this respect, one of the key industry initiatives, aimed at achieving better video ad viewability and verification, which publishers should definitely consider adopting is the OM Web Video SDK.
Another way to sustain one’s reputation as a top-quality publisher of news-related editorial inventory in the eyes of advertising partners, as well as online platforms would be to implement trust.txt on their digital properties.
As the world of online video advertising continues to evolve, publishers need to be aware of the new developments and technologies in the ad space, including various options for marketing software for their business needs, particularly in the marketing automation context, as much as utilizing the robust, yet flexible video ad tech solutions (i.e. video ad player and video ad server), like those offered by AdPlayer.Pro.
In view of this, if you have any questions or would like to request the development of a custom feature, please don’t hesitate to contact your dedicated account manager anytime.