With video ads, publishers are flying blind without a revenue strategy


Thomas Bremond, general manager, International, FreeWheel

To take advantage of the rich opportunities the current video ecosystem provides, publishers need a cohesive strategy based on three building blocks: access to premium demand, complete control and operational ease. The key to success in video monetization is using these blocks to build a solid structure, with strong foundations and the right materials working together.

From pure digital publishers and new TV players to well-established media companies that are reinventing their business models, everyone is looking for ways to make the most of their most valuable asset: premium video inventory. By reorganizing their technology stacks around these three fundamental blocks, publishers can use their precious time more productively.

Flexibility to monetize inventory
To optimize the monetization of your inventory, you need to increase competition. Yet publishers have different requirements, which means their monetization strategies need to be agile in order to meet their individual needs. For example, it might mean working with partners who are any one of the following: transaction-type agnostic, considering direct sales and programmatic channels together, unified auction versus phased auction, fixed and/or floored prices, execution ad-served or programmatic, volume guaranteed or not.

To keep up with and stay ahead in this fast-paced industry publishers need to be flexible and have control over their content. They should be able to choose from a variety of building blocks to ensure they can build a solid foundation to complement their video advertising.

Fully controlled process
Setting up a video monetization strategy should not consist of pushing an on or off button. All business models are different and to make sure each publisher’s needs are met and desired objectives achieved, they need to have control over a customizable tool, allowing them to adjust the cursor to an exact position suitable for them. This requires a high level of precision and granularity in terms of campaigns, set-up, as well as reports. Stacking these bricks together provides publishers with the ability to design a platform unique to them.

I firmly believe we should not group publishers’ needs together but instead provide them with the opportunity to choose the individual tools they need and fit into their business goals.

Operational ease
The keyword here is friction-less. Publishers should not have to worry about the challenges occurring behind the scenes. They should be able to rely on technology that provides clarity – including real-time analytics, optimized interface and extensive documentation – and automation with advanced processes and workflows, such as pre-scheduled report send-out and automatic campaign cut-offs. But automation by itself is not enough; a white glove service is necessary to discuss and continue on-going optimization processes.

There is a gap in the market and although there are challenges to overcome, this should be seen as an opportunity. Publishers need to have the option to adapt video monetization strategies to their business models, and not the other way around, so they can finally focus on their sales. They need to make sure their partners provide a solid foundation so they can build their very own tower, with personalized bricks, to be unique, flexible and continuously evolving.


More from Digiday

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.