It’s simple: if you want to maximize your revenue, you need video ads for your website. Pretty much everyone watches digital videos, and online video ad cost per mille (CPM) rates are higher than display CPMs.

Most publishers don’t need much more convincing than that, but once you’re convinced, you run into another issue: actually getting video ads on your website.

If you take the DIY approach, it can be pretty confusing. That’s why Playwire has created a turnkey video advertising solution for publishers. But if you want to get a basic understanding of the process, read on. We’ll walk you through the major steps of implementing video ads on your site.

The 6-step process for getting video ads on your website is:

  1. Find Your Video Advertising Networks
  2. Select a Video Player
  3. Set It All Up and Test It
  4. Make Sure Your Privacy Policy is Ready for Video Ads
  5. Bring the Video Ads on Your Website Live
  6. Get Video Ad Performance Data and Make Informed Changes

Playwire maximizes revenue for publishers through video and display ads, header bidding, and direct demand. Want to take your website’s revenue to the top? Contact us.

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Video Ad Pillar

Everything There is to Know About Video Ads for Web & App Publishers.

How to Get Video Ads on Your Website

Implementing video advertisements on your website is a smart move, but it’s also a complicated one if you choose to do it without help or a dedicated platform. Below, we cover the main steps in the process of putting relevant video ads on your website.

1. Find Your Video Advertising Networks

Even if yours is a well-known brand that might be able to attract some direct demand for video inventory, you may still struggle to gather enough direct sales to stay afloat. You likely don’t have the time or resources to generate the level of direct demand needed to serve online video ad units to all viewers who visit your site. The good news is that you don’t necessarily have to worry about direct demand right out of the gate. 

Video ad networks exist to connect video advertisers who want to get video ad placement with publishers who want to run high-quality video ads. This is how you will generate demand for your inventory right out of the gate. There are dozens of video ad networks to choose from, and each ad network offers different benefits and drawbacks. You won’t be able to work with or get approved in all of them, but it’s usually a good idea to work with more than one ad network.

2. Select a Video Player

To play a video, you have to have a video player of some kind. If you already have video content on your website, you likely have some form of video player, but what you have now may not do the trick for proper video ad display. 

Your video player must not only be able to play videos but start displaying ads before, during, and after video content. If you’re going to do video header bidding, your video player will likely need some header bidding functionality. On top of all of that, you also need the player to be lightweight so it doesn’t slow down your site and harm user experience (UX) or SEO.

Many ad networks offer video players that fit most of these specifications. Some tech-savvy publishers even create their own. However, the right video player that allows you to upload your own content, do header bidding, dock it to a corner of the screen as viewers scroll, and keep your website lightning-fast is hard to come by or create (although the Playwire team has created a video player that meets and exceeds all of the above qualifications).

Video Ads Resource Center

Video Advertising Resource Center

3. Set It All Up and Test It

Once you have your advertiser demand all buttoned up and a shiny new video player picked out, it’s time to create a staging environment or test page and put it all together. This is important: don’t just slap a video ad unit on your live site and hope for the best. Getting video ads for your site is complicated, and testing is key.

With the testing area set up, walk through it several times. Try to view it as a user of your site would. Look for any technical problems, glitches, slowdowns, and anything else that could harm UX or your ability to maximize your video ad revenue.

4. Make Sure Your Privacy Policy is Ready for Video Ads

Most websites already have a privacy policy — and if yours doesn’t, now is the time to create one — but not all privacy policies are prepared to accommodate the unique requirements of video advertising.

For example, if you want to serve personalized ads on Apple devices, you will want to make sure your privacy policy has the language Apple now requires. You will also need to ensure you are compliant with the General Data Protection Regulation (GDPR) if you have European operations.

5. Bring the Video Ads on Your Website Live

Getting your privacy policy into shape is a critically important step before putting video ads on your site. With that taken care of and your tests complete, you’re ready to go live. 

This is the fun part. If you’ve done everything right, you should be able to see a jump in your ad revenue pretty soon after going live. But don’t get too caught up in the fun — be sure to double-check that everything is working properly immediately after going live.

6. Get Video Ad Performance Data and Make Informed Changes

With video ads now established on your site, your next goal is to take your ad revenue higher over time. The best way to do that is to gather ad performance and user data and analyze it. 

Look for opportunities to change up ad frequency, cater more to your target audience by serving more targeted ads, and increase viewability and similar performance metrics to drive your yield higher. Then, make informed changes to take advantage of those opportunities.

Video Ads for Your Website: Simplified

There are plenty of ways to add video ads to your website, but doing it all manually takes a lot of work and a fair amount of technical know-how. Often, this is where publishers give up. We hope you don’t give up. We know from firsthand experience that an effective video ad can help publishers take their revenue to the next level.

Instead of giving up, try an all-in-one, simple video ad solution. That’s what we have created, and we’re excited to share it with more high-quality publishers like you. We provide a header bidding-capable video player, daily studio-quality video content that’s on-brand, and the simplest implementation out there. All it takes is partnering with us and putting a single line of code on your website.

Ready to get video ads for your website? Then get in touch with Playwire.

Just contact us to get started.

Apply Now

Frequently Asked Questions

Here are some answers to frequently asked questions about your website + video ads.

How can I create video ads for my website if I don't have a large budget for studio shoots? 

You don't need expensive studio shoots to create effective video ads. Many publishers successfully use AI video ad makers and automated tools to generate compelling video advertisements. Consider using stock footage, simple animations, and AI-powered video creation platforms that can help you produce professional-looking video ads without breaking the bank. Focus on clear messaging and strong visuals rather than high production values.

What AI video ad makers should I consider for creating my own video ads? 

Several AI ad makers have emerged as popular choices for creating video advertisements, including platforms that offer templates, automated editing, and script generation. When selecting an AI video ad maker, look for features like customizable templates, easy upload capabilities, and the ability to generate multiple ad formats. Remember that while AI tools can help with creation, the key to good video ads is understanding your audience and crafting messages that grab attention.

 

How do video advertisements perform compared to traditional display ads on mobile apps?

Video advertisements typically generate significantly higher engagement rates and CPMs than display ads, especially on mobile platforms. Mobile users are more likely to watch video content, making video ads particularly effective for reaching new customers. The key is ensuring your video ads are optimized for mobile viewing with clear calls to action and compelling visuals that work on smaller screens.

Should I focus on YouTube ads or integrate video ads directly into my website? 

Both YouTube ads and on-site video ads serve different purposes in your overall video advertising strategy. YouTube ads are excellent for reaching broader audiences and driving traffic to your site, while integrated website video ads help monetize your existing audience. For maximum revenue potential, consider implementing both approaches as part of comprehensive ad campaigns.

What video formats work best for different ad campaigns and platforms? 

The most effective ad formats depend on your platform and audience. Pre-roll videos work well for grabbing attention at the start of content, while rewarded video ads are particularly effective in mobile apps and gaming environments. For Facebook and other social media platforms, shorter video clips with strong visuals and minimal text tend to perform better. Always test different formats to see what resonates with your specific audience.

How can I measure if my video ads are delivering real results for my business? 

Track key performance metrics including view-through rates, click-through rates, conversion rates, and revenue per thousand impressions (RPM). Monitor audience engagement metrics like completion rates and time spent watching. Use analytics tools to measure how video advertisements impact your overall site performance, including whether viewers who watch ads become new customers or engage more deeply with your content.

What's the best way to optimize video ads in real time for better performance? 

Implement A/B testing for different video creatives, calls to action, and ad placements. Monitor performance data continuously and adjust targeting, frequency capping, and creative elements based on audience response. Consider using programmatic platforms that can optimize ad delivery automatically, and always focus on creating content that provides value to viewers while promoting your brand or message.

How much money should I expect to invest in video advertising, and what kind of access do I need? 

Video advertising costs vary widely depending on your approach. Self-service platforms may require minimal upfront investment, while working with a full-service provider like Playwire typically involves revenue sharing rather than upfront costs. The advantage of partnering with an experienced platform is getting access to premium demand sources, advanced optimization tools, and expert support without the need for significant technical resources or time investment in learning complex ad tech systems.

How can I save time when creating video ads while still producing winning ads that convert? 

The key to saving time while creating winning ads is using templates and automation tools strategically. Start with proven video ad templates that already follow best practices for your industry, then customize them with your brand elements and messaging. AI video ad makers can significantly reduce editing time by automatically generating multiple versions of your ads. Focus your time on crafting compelling scripts and clear calls to action rather than complex editing - these elements have the biggest impact on conversion rates.

What role does music play in creating effective video advertisements, and how do I choose the right soundtrack? 

Music is crucial for setting the emotional tone of your video ads and can increase viewer engagement by up to 30%. Choose music that matches your brand personality and target audience - upbeat tracks work well for lifestyle brands, while softer melodies suit professional services. Many AI ad makers include royalty-free music libraries, making it easy to test different soundtracks. Always ensure your music doesn't overpower your message and consider that many mobile users watch videos without sound, so your visuals should tell the story independently.

How do I customize video ads for different marketing channels like Google Ads, Facebook, and other platforms? 

Each platform has specific requirements and audience behaviors that require customization. Google Ads perform well with longer-form content that provides value, while Facebook video ads should grab attention within the first 3 seconds since users scroll quickly. Create multiple versions of your core message: square formats for Instagram, horizontal for YouTube, and vertical for TikTok and mobile-first platforms. Use platform-specific features like Facebook's call-to-action buttons or YouTube's end screens to maximize engagement.

What should marketers know about launching video ad campaigns that generate real results?

Successful marketers focus on testing and iteration rather than trying to create the perfect video ad from the start. Launch with multiple creative variations to identify what resonates with your audience, then double down on the best performers. Set clear KPIs beyond just views - track metrics like cost per acquisition, lifetime value of customers acquired through video ads, and brand awareness lift. Start with a strong story that connects emotionally with viewers, then optimize based on performance data.

How can small businesses and creators compete with larger companies that have bigger budgets for video advertising?

Small businesses and creators actually have several advantages in video advertising - authenticity, agility, and niche audience understanding. Focus on creating genuine, story-driven content that showcases your unique value proposition rather than trying to match big-budget production values. User-generated content and behind-the-scenes footage often outperform polished corporate videos. Use free editing tools and AI video generators to create professional-looking content, and leverage organic social media to amplify your video ads' reach without additional media spend.

What's the best approach for businesses just getting started with video advertising - should I focus on one platform or diversify? 

For businesses new to video advertising, we recommend starting with one platform where your target audience is most active, then expanding once you've mastered that channel. This approach allows you to focus your limited resources on understanding one platform's algorithm, ad formats, and audience behavior deeply. Once you're generating consistent results, you can repurpose that successful content for other platforms, adapting the format and messaging as needed for each channel's unique requirements.

How can I ensure my video ads download and stream smoothly across different devices and connection speeds? 

Optimize your video files for multiple scenarios by creating versions at different resolutions and compression levels. Most platforms automatically serve the appropriate version based on the viewer's connection speed, but you should test your ads on various devices and network conditions. Keep file sizes reasonable - aim for under 100MB for most video ads. Use modern video codecs like H.264 or H.265 for better compression, and always include captions since many users watch videos without sound, especially on mobile devices.