With the new year upon us, it’s the perfect time for a video inventory assessment. If you haven’t already, now’s the time to evaluate your video inventory to ensure it’s as optimized as possible — and what better time to do it than at the start of the year.
Two-fold approach to video inventory optimization
This video inventory optimization assessment should be two-fold: It’s important to consider both your ad player optimization to make your webpage more attractive to buyers and also to consider what your end user’s experience is.
Many publishers neglect to consider how the structure and layout of their webpages and video players are affecting their monetization. An easy place to start is evaluating information about your player that’s included in the bid request to advertisers, which includes:
- Player viewability
- Player size
- Initiation type
When evaluating your player’s viewability, consider the layout webpage: Is the player above or below the page? Inventory is considered viewable if it’s 50 percent in view for two or more seconds.
So, inherently, a placement above the fold offers higher viewability than a player below the fold.
You can also evaluate your player’s size to ensure it’s an optimal size for buyers. Most advertisers are looking to run on a large video player only, which is greater than 600 pixels.
If you have a small player — which is less than or equal to 300 pixels — you might consider increasing the size to make it a large player.
And finally, how is your inventory initiated — by the user or automatically? Advertisers tend to avoid “auto-initiated” inventory, which is inventory that begins to play an ad as soon as the page loads.
Review your player initiation types and consider changing them to “user-initiated.”
Consumer video experience
On the flip side, it’s also important to consider your consumers’ experience with the ads placed on your page. When considering this, you should think about what max ad length makes the most sense to play against the type of content you’re providing. Should the inventory be set up to accept 10-second ads, or would your users be willing to dedicate up to 120 seconds to watch an ad?
It’s crucial to consider your webpage’s layout, player size, and initiation type to make your inventory more attractive — all while keeping your end users in mind. The happier your consumers are with the ad experience that you’re offering — whether that means the ad was not too long, not too short, not too distracting that it takes them away from the main purpose of their visit to your content — the stronger your inventory will perform.
If you’re a current publisher with SpotX, you can find more detailed tips to optimize your video inventory with this optimization playbook found in the SpotX help center.
This article was written by Liz Vana, client education training specialist at SpotX.