5 Predictions for Video Advertising in the European Market

Posted by Li Zhao on Jun 8, 2017 3:23:19 PM

As OTT (over-the-top) video services like Netflix, Youtube, and Amazon Video are penetrating into more European households, cord-cutting has become a prevailing phenomenon that is not only limited to the US. According to eMarketer, digital video viewers will represent over half of the total population of Western Europe this year. For now, the largest digital video penetration rate is seen in English-speaking countries, as a large majority of online content is still coming from the States. But as the European market continues to adapt to this quickly growing trend, we expect to see digital video advertising become as prevalent as it already has become in the US - where digital advertising has already surpassed TV, and video ads are preferred over traditional display with 2.2 times higher CPMs. Based on recent industry data and our own expertise on the video advertising market, we came up with 5 predictions that we expect to see in the European media space in the coming year:

Topics: Video Monetization, Audience Insights

Why Autoplay & Scroll-to-Play is the Best Way

Posted by Sarah Hughes on May 25, 2017 4:47:59 PM

The first introduction of autoplay may be attributed to the now-defunct Vine, but it wasn’t until Facebook adopted the format a year later (and the ALS Ice Bucket Challenge started popping up in our feeds) that autoplay started getting the industry-wide attention it deserved. Now, another four years later, autoplay has become the standard video format on every social feed, and most major publishers have followed suit on their own websites. However, “autoplay” is a bit of a broad term. Scroll-to-play, the type of autoplay that is common on social platforms, will autoplay a video once it arrives on screen, and will stop once a user scrolls past to allow for the next video to play. But on many publishers’ sites, a video will autoplay as soon as a page loads – so it may not be seen if it isn’t placed above the fold. Publishers need to do everything in their power to make their website’s content as valuable as possible to both advertisers and their audience. That means placing players above the fold, creating relevant video content, and, for the following reasons, setting them to autoplay and scroll-to-play:

Topics: Video Trends, Video Monetization

The 4 Best Places for Video Players on Your Website

Posted by Sarah Hughes on May 23, 2017 12:16:47 PM

Most publishers have already figured out by now that their website needs video. Video has proven to be the best way to drive, engage, and keep audiences on site… and to generate some serious revenue. However, digital video is a pretty big investment. It’s not enough to just ramp up video production and expect a profitable ROI. Video viewability has a huge impact on video monetization – so the way in which videos are distributed across a publisher’s website (and where they’re distributed to) deserves just as much attention as the way they’re produced. In short, the videos that have the most potential for engagement and revenue are the videos that audiences actually see

Here, in order, are the four locations on an article page that video players should be placed to ensure optimal video viewability, along with five examples from our most profitable publishing partners:

Topics: Video Trends, Video Monetization

5 Publishers Sticking to Great Video Monetization Strategies

Posted by Elle Merritt on May 16, 2017 12:01:00 AM

It’s no secret that video adds immense value to a site. Videos are simply more engaging than static content and have proven to be an effective way to reach and maintain a solid audience. Not only does video provide a better user experience for the viewer, but, as digital video ad spend continues to surpass that of search and display, it’s also the best way to generate revenue.

Topics: Video Monetization

How Our WordPress Plugin Helps Publishers Streamline Video Distribution & Monetization

Posted by Sarah Hughes on May 4, 2017 3:35:04 PM

Thanks to its easy-to-use interface and its familiarity with writers all over the world, WordPress.org has evolved from its initial user base of small businesses and bloggers to become the most widely used open source Content Management System on the internet. In fact, WordPress now powers over 27% of all websites – 62% of which are owned by Inc. 5000’s top 100 fastest growing companies, along with leading publications like Wired, TechCrunch, Quartz, and BBC America.

Perhaps one of the biggest perks to running a site on WordPress is the ability to easily integrate it with every major platform through its 49,982 (and counting) plugins. And since our number one goal at Wibbitz is make it as easy as possible for every publisher to distribute and monetize video on every page of their site, it only made sense to build a WordPress plugin to do just that.

Topics: Product Updates, Video Monetization

The 80/20 Rule: How to Make the Biggest Impact with Video

Posted by Ido Niv-Ron on Apr 27, 2017 10:22:25 AM

Working closely our publishing partners, our VP of Sales Ido Niv-Ron discovered an important trend that every publisher should follow to maximize engagement and ROI. You can find the original version of his article on Digiday here.

Topics: Video Trends, Video Monetization

5 Ways to Make Sure Your Videos are as Mobile-Friendly as Possible

Posted by Sarah Hughes on Mar 23, 2017 4:10:42 PM

Mobile video has gotten its fair share of buzz as of late, and for good reason – last year, Google found more than half of all web traffic to come from mobile, and according to Cisco, 60% of mobile data traffic was attributed to… you guessed it, video. Advertisers followed suit by increasing mobile video ad spend to $1.6 billion, which was a whopping 178% increase from the year before, and over 40% of the $3.9 billion online video ad market. And now that more cellular providers are offering unlimited data plans, these numbers will only continue to skyrocket – video’s dominance in mobile traffic is projected to grow another 15 points by 2020, and a majority of advertisers to expect their mobile spending to increase by at least 25% this year.

Topics: Video Trends, Video Monetization

The Secret to Solving Your Video Ad Viewability Issues

Posted by Sarah Hughes on Mar 14, 2017 1:24:01 PM

Advertisers are paying big bucks for branded video ads these days. In just the US alone, the number of digital video viewers is expected to grow by 17.4 million between 2017 and 2021, and digital video ad spending will follow suit by increasing 21% over the next two years. The immense budgets that have been allocated to video advertising are certainly justifiable, as digital video continues to be the best way for brands to reach and engage with their audiences – that is, of course, if it actually gets seen.

Topics: Video Monetization

Video Ads' Not-So-Simple Law of Supply And Demand

Posted by Hilary Kay on Feb 27, 2017 9:05:00 AM

With the media industry's current obsession with digital video ads, there seems to be something missing in the conversation: the videos. Article after article discusses the massive growth, spend, and performance of video ads; and there have been numerous hefty transactions within the space including AT&T's acquisition of Time Warner, Condé Nast's launch of Condé Nast Entertainment, and Adobe's acquisition of Tubemogul. But amongst all of the buzz and excitement, very little attention has been paid to the key ingredient in making it work, video inventory. In this balancing act, media publishers are responsible for the supply [video inventory], while brands & advertisers represent the demand [video ads]. At this point, the demand side of the scale is weighing heavier. Sure we have video superstars like BBC, Vice, and CNN, but the majority of mid-level and even major publications lack the quantity of video content needed to support the fast growing video ad industry.

Topics: Video Monetization

A Word from the Wibbitz Editors: How to Create Videos for Monetization on Facebook

Posted by Tamara Benzaquen on Feb 21, 2017 8:30:00 AM

Wibbitz's in-house editorial team creates daily Top Story news videos using our text-to-video Control Room platform. In her guest post, Wibbitz Editor Tami tells us how to create longer and profitable videos on Facebook.

Over the past few years, Facebook has become the number one destination for brands and marketers to share their content in video format - and these videos have performed best by following our favorite short, square, silent, and sexy mantra. These types of videos on the platform were great for reaching, building, and engaging with audiences, but not so great for generating revenue due to Facebook’s “walled garden” and anti-ad mentality. But now, Mark Zuckerberg wants you to forget about all of that and start creating long, vertical, audible and meaningful video content - and start making some real money.

Topics: Editorial Resources, Video Monetization

Introducing the Wibbitz Widgets: Video Players for Publishers, Powered by Text-to-Video Technology

Posted by Yotam Cohen on Nov 15, 2016 9:41:36 AM

Topics: Product Updates, Video Monetization

7 Tactics to Win the War Against Ad Blockers

Posted by Karan Vidal on Jul 7, 2016 4:48:51 PM

Ad blocking technology is the digital version of consumers flipping through a newspaper or switching TV channels - albeit a much more serious concern for digital publishers dependent on data-driven advertising that only profits from actual views. According to the consulting firm Ovum, publishers lost $24 billion as a result of ad-blocking last year. While there’s no cure-all for digital ad avoidance, the media industry has started to tackle the problem head-on by experimenting with various anti-ad blocking strategies. Here are some of the most effective ways the media industry has responded to the war on ads:

Topics: Editorial Resources, Video Monetization

The 10 Second Rule for Video Advertisers

Posted by Sarah Hughes on May 25, 2016 1:55:57 PM

There’s a whole lot of money going into digital video ads this year. According to eMarketer, $9.59 billion will be spent on digital video advertising in 2016 (and that’s just in the US). By 2019, this number is expected to grow to $14.77 billion. The growth in spending makes sense, considering that digital video is likely to account for 80% of all internet traffic by 2019. Wouldn’t it be great if those billions of dollars were going toward video ads that were actually being watched? Our recent report on consumer video ad preferences revealed a pretty simple solution: keep them under 10 seconds.

Topics: Video Monetization, Audience Insights

Wibbitz Announces Q2 Report - Personalized, Silent, and Mobile: The Video Advertising Trifecta

Posted by Sarah Hughes on May 18, 2016 10:49:08 AM

If you've been paying attention to the heated dispute surrounding ad-blockers, it’s evident that publishers and consumers have a love and hate relationship with ads (respectively). But what if we told you that audiences are actually accepting of certain video ad formats, and even prefer watching ads over paying for content?

Topics: Video Monetization, Company News

How To Explain VAST To An 8-Year-Old

Posted by Alexandra Nicholson on Jan 27, 2016 2:41:53 PM

What is VAST? The acronym represents the broadening of video innovation, but also stands as an advancement in the modern world of advertising.

The Video Ad Serving Template (VAST), created by the Interactive Advertising Bureau (IAB), is intended to be the global video advertising standard. Its purpose is to provide better communication between video-watchers and ad-servers by making improvements to delivery and measurement processes. Before a video ad is played on any player, there is a request sent to the ad server. Based on VAST, the ad server is able to specify what ad content should be played, what should be tracked, and how that content is delivered to the viewer.

Topics: Video Monetization

BrightRoll+Wibbitz Series: The Top 6 Programmatic Video Questions From Publishers

Posted by Hilary Kay on Jun 15, 2015 11:00:00 AM

This blog series was created in collaboration with BrightRoll, the leading platform in programmatic video advertising. Learn more about their solutions for publishers.

The first part of this series covered the basics of programmatic video to establish a strong foundation for publishers. Now that we've laid out what programmatic's all about, we're going to dive into the 6 key questions that have held many publishers back from getting started with selling programmatically. Understanding the 'who', 'what', and 'why' of programmatic still leaves many publishers with questions regarding how this new system will benefit them, if there are risks involved, and how it will work into their current workflow. It’s the lack of answers to these questions that has inhibited many publishers from reaping the benefits of programmatic advertising. As misconceptions are put to rest and clarity surrounding programmatic is achieved, more and more publishers will release their inventory into the programmatic market. Doing so will not only stimulate the growth of digital video, it will support publishers to more efficiently and effectively monetize their content.

Topics: Editorial Resources, Video Monetization

BrightRoll + Wibbitz: Programmatic Video for Publishers

Posted by Hilary Kay on May 4, 2015 9:30:00 AM

This blog series was created in collaboration with BrightRoll, the leading platform in programmatic video advertising. Learn more about their solutions for publishers.

2015 has been deemed the “Year of Video”, largely supported by the explosive growth in digital video advertising. As the media, brands, and publishers discuss digital video ad trends, programmatic is at the forefront of this conversation. While programmatic video may be a familiar term, many are still not entirely confident about what it is or how it applies to them. For publishers thinking about joining the programmatic market, it’s important to understand what programmatic is, who are the key players, and why it’s the most effective method to monetize video content. Understanding these factors will build confidence in publishers to better optimize their ad inventory through programmatic methods, and subsequently increase revenue. That’s a tough deal to turn down, so let’s jump into it.

Topics: Editorial Resources, Video Monetization