What are the best ad formats to promote VoD offers in the US?

Video on Demand or VoD is a growing vertical with a lot of revenue potential, especially in the US. It is expected to reach a revenue of $80.3 billion in the US by the end of 2024 and increase its market value to $102.8 billion by 2027. In this article, we will help you make the most of this high performing vertical to increase your advertising revenues, drawing from our internal data from Q4 of 2023 on the ExoClick Network to give you the latest statistics for VoD offers in the US, helping you answer the question ‘What are the best ad formats to promote VoD offers in the US?’. If you are considering testing ExoClick’s VoD traffic in the US, continue reading for valuable insights into our top performing formats and expert tips.

Why bid for ExoClick’s high-quality VoD traffic sources in the US?

So, before we get into what are the best ad formats to promote VoD offers in the US, let’s explore the top GEOs for VoD offers and why bid for ExoClick’s high-quality VoD traffic sources in the US. VoD platforms allow users to select and watch video content at their convenience. Our focus will be on the US market, which stands out as the top performing GEO in this vertical with 47.1% of clicks for VoD offers from the US. Continuing on are the latest statistics for VoD offers in the US:

The US is a great market to test your VoD offers as it has the highest CTR (an average of 4.03%. ) and Clicks according to our internal research from Q4 2023. Accordingly, external data from Statista supports this with 61.5% of end users in the US using VoD services. It offers the end user convenience, flexibility, and a personalized viewing experience. Now, let’s delve into the best performing devices and ad formats for VoD in the US.

Device breakdown: The best devices for VoD in the US

When asked ‘Which devices do you use to watch digital video content?’ 69% of respondents in the US  stated Smartphone was their most used device to consume video content in 2023. When it comes to devices it is important to also remember that the majority of end users use their Mobiles for most online activities and purchases. In 2023, 76% of adults in the US reported making online purchases using a smartphone. This is supported by our internal data from the Data Analytics team which found 72.1% of impressions were on Mobile compared to 22.9% on Desktop and 5% on Tablet.

For best results, we recommend using all three devices but also consider Mobile first when choosing your creatives to ensure they work across all devices.

What are the best ad formats to promote VoD offers in the US?

Now that we understand the device preferences, let’s look at what are the best ad formats to promote VoD offers in the US to help you understand how to increase my VoD conversions in the US:

#1 Push Notifications: What Ad formats work best for VoD in the US? Push Notifications are like a friendly reminder for your end user. They show the offer’s icon and image on the left and text on the right: the title can be up to a maximum of 50 characters and the description up to 90 characters; sizes are 720×480 or 192×192. Desktop and Mobile appear to be the best options for Push Notifications with a CTR of 5.7% on Desktop, 5.6% on Mobile, and 0.1% on Tablet.

#2 Fullpage Interstitial: This is an attention-grabbing format that fills the full screen of the device. You can use a range of formats like static images (jpeg or png), gifs, or Video MP4s. This format performed highly across all devices with a CTR of 4.4.% on Tablet, 2.8% on Mobile, and 4.4% on Desktop. This is a great format to create a lasting impression with the end user.

#3 In-Stream: In-Stream is a Video format that automatically plays inside of the video player where the end user is watching a selected piece of video content. They are highly customizable with clickable CTAs and a ‘Skip Ad’ button to adhere to the IAB standards and 3 different placement choices. The video should be in MPEG-4 or MP4 format with a maximum weight of 50MB. The CTR was very consistent across all devices with 1.7% on Mobile, 1.9% on Desktop, and 1.8% on Tablet.

#4 Slider: This Video format slides in from the bottom right of a web page once a website page has loaded. The video should be in MP4 format with a max weight of 50MB. If you would like some further tips on how to create high converting video ads check out this case study! Slider performed best on Tablet in Q4 2023 with a CTR of 0.8%, followed by Mobile with 0.7% and Desktop with 0.3%.

#5 Outstream: It displays and plays on mute once 50% of the ad zone is viewable to the end user. As the user scrolls away the video ad will pause and resume. As with the other video formats, Outstream should also be uploaded in MP4 with a max weight of 50MB. In this quarter, it achieved a CTR of 0.5% on Mobile, 0.3% on Desktop and 0.8% on Tablet.

#6 Banner: These CTR values include Sticky Banners, Static Banners, and Large Footer ads. They are available in sizes 300×100, 300×250, 300×500, 728×90, 160×600 and 900×250 for Footer Banners only. It is a simple and effective form of visual advertising with a CTR of 0.3% on Mobile, 0.1% on Desktop, and 0.2% on Tablet.

#7 Native: Native ads match the form and function of a website’s content. They are highly customizable and they feature a responsive or custom-size image, a title (max 50 characters) a description (max 90 characters), and also a brand name (max 30 characters). They are a great way for Advertisers to integrate their ads with the host website and reduce end user ad blindness. ExoClick’s Native ads are fully responsive across all devices and come with a range of Dynamic Tokens. We can see that the CTR is 0.1% on Mobile and 0.04% CTR on Desktop and Tablet.

Top tips for converting your VoD offers with ExoClick

Now you know what Ad formats work best for VoD in the US. Continuing on you will find a few tips to help you convert your VoD offers in the US:

TIP! How to Advertise your VoD offers in the US: VoD is all about entertainment; your prospective audience wants exclusive content that is unavailable on competitor sites. While your end users may want to relax and unwind during their free time, they also want new shows and films to grip them emotionally. Make sure that your exclusivity reflects this in your ads, include keywords like ‘never seen before’, ‘exclusive content’, and ‘new documentaries daily’.

TIP! Make the most of Push Notifications: Push Notifications are great for capturing the end user’s attention as they appear on their screen as they navigate a website page’s content. This is a great chance for you to really make an impact, appealing to their sense of urgency. Create a message that grabs the end user’s attention such as ‘limited time offer’, ‘available for the first 50 to click!’, ‘watch it now!’, and similar.

TIP! Using Video? Use targeted subtitles: Are you using Video formats? Most of your audience will see your ad without sound, so create videos that connect with the end user by images alone. People in the U.S. communicate in more than 350 languages, with the 5 most popular ones being English, Spanish, Chinese, Tagalog, and Vietnamese. Make sure to incorporate subtitles in these languages, or the language of your target audience in order to engage them.

TIP! Test different In-Stream placements: Both Pre-Roll and Post-Roll are high converting ad placements on In-Stream video zones, so if you want to maximize your ad zones’ profits, test Pre-Roll with Post-Roll combined to earn extra revenue. Learn more about it here. You should also show a scene of your content with a cliffhanger to pique the audience’s interest. Use a CTA like ‘sign up to see what happens next’ or ‘join now to uncover the mystery’.

TIP! Test Static vs. Video Fullpage Interstitial: MP4 video Banner creatives allow you to show more about your offer compared to a static image, but a picture can say 1,000 words. Test between static images and video images to see which works best for your VoD offers.

TIP! Use Native Dynamic Tokens: If you have decided to promote with Native, make sure to use Dynamic Tokens. With them, you can dynamically change texts within your Native ad campaigns for precise GEO targeting. So for instance, if you are targeting different US cities and this is reflected in your text, you can use the Token {city}. E.g., ‘The most popular series in {city}’ will change to ‘The most popular series in New York’, or ‘The most popular series in Virginia’ depending on which city you are targeting. Once the end user clicks your Native ad landing page, keep their interest and provide more information with articles like ‘Exclusive Binge-worthy series on our platform’ or ‘The most popular genres and top picks for {month}!’

TIP! Get Creative with Emojis: Don’t forget, you can also use emojis in your Native Titles and Descriptions to drive further engagement and appeal to your prospective audience’s emotions.

TIP! Test out RDAs: Test our RDAs on your Banner ads, you can upload images (300x300px) and texts (title, description, and brand) for a campaign, and ExoClick will automatically create several ad creatives in varying sizes that you can instantly use in a campaign. This is great, especially for Advertisers as it gives you access to more ad placements, increasing your reach even further, requiring no extra design work.

Conclusion: Why bid for ExoClick’s high-quality VoD traffic sources in the US?

Now you know what are the best ad formats to promote VoD offers in the US and Why bid for ExoClick’s high-quality VoD traffic sources in the US. ExoClick stands out as one of the best Ad Networks for Advertisers, offering a large network of Publishers, all verified by the compliance team, as well as 24/7 support by our Customer Success team. Also, upon joining, you gain access to a wide array of high performing ad formats as well as world-class automation tools to optimize your campaigns, including Smart Bid, Third-party Tracking URLs, Landing Page Optimization, and Variation Algorithm, all set to help you optimize your advertising campaigns in real-time and achieve high results!

So, why not join ExoClick now and start enhancing your revenue streams today? Or, if you have further questions about converting your VoD traffic or any other vertical, still have doubts about which ad Network should I use for VoD offers in the US or ‘why should I promote my VoD offers in the US?’ at all? You can get in touch with our Customer Success team here.