5 Tips for Monetizing Online Video Advertising
2) Test the waters.
Dip your toe into the water before jumping in. Every new type of ad should be tested before it is fully adopted to avoid annoying your entire audience. Start small with an ad in one video and gradually expand it to others. You can also hold testing labs. Play a video containing an ad for viewers and ask them, “On a scale of one to 10, how obtrusive did you find the advertisement?” Then ask them to rate the ad’s relevancy.
3) Be relevant.
A 30–second clip highlighting the latest and greatest frying pan should not precede a video about skateboarding. However, that ad might do well placed before a video-recipe for key lime pie. Users will respond better to ads targeted to their interests, so match your sponsors’ ads to your videos’ content.
4) Encourage your advertisers to use ads that are entertaining.
Television commercials that only have promotional content cause viewers to change the channel. [Work with your advertisers to] use ads that make people say, “This is my favorite commercial. Everyone come here and see this.” This is the television equivalent of viral marketing online. If the ads you use are funny or interesting, viewers will share them with their friends, which will increase your Web site traffic and your sponsor’s return.
5) Don’t be afraid to try new types of ads.
The traditional 30–second television commercial has been reborn online as the ‘pre-roll’ [online video ads that roll immediately before the content], but many times these ads rub viewers the wrong way.
There are many other types of ads being developed. YouTube recently announced its InVideo ads that feature “animated overlays that appear on the bottom 20 percent of a video. If you’re interested by what you see there, clicking on the overlay launches a deeper interactive video ad that we think is relevant and entertaining,” as explained on the YouTube blog. Research what types of ads are available. Some of them may satisfy your audience and your sponsors more than the traditional television-commercial ads would.