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It’s simple: if you want to maximize your revenue, you need video ads for your website. Pretty much everyone watches digital videos, and 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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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 video ad units to all viewers who visit your site. The good news is that you don’t necessarily have to worry with 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 those 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 users 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).

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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 these things 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 to take before you put 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, serve 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 video ads 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.

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