Boost your website revenue with Video ads

Are you a Publisher looking to monetize your website traffic? In this article, we will look at how to boost your website revenue with Video ads. We will also dive into all the available Video ad formats on ExoClick and our Publishing Account Managers’ best practices for Publishers using Video ad placements that larger volume traffic sites also use. 

Why use Video ad formats?

The ad spend in global Digital Video Advertising is expected to grow at an annual rate of 6.23% from 2025 to 2030, resulting in a projected market volume of $280.76bn by 2030. Video ads are highly popular among Advertisers because they allow for a more detailed description of a product. Watching video ads has become a routine part of daily life on social media and websites, leading most end users to expect this format. 

Why use ExoClick for Video formats?

As a Publisher with ExoClick, you can seamlessly add video zones to your website directly from your Admin Panel. Additionally, you can control the placement of video ad zones shown to your users, enhancing their experience by targeting specific verticals on different pages or within available zones. This customization creates a more personalized experience for the end user. So, let’s take a look at how to boost your website revenue with Video ads and the best practices for Publishers using Video ad placements.

In-Stream Video ads

In-Stream Video ads will show on a Publisher’s site inside an HTML5 video player. It works with all major video players and automatically plays within the video content that the end user has chosen to watch. Because the end user has chosen to watch the content, this ad will most likely be watched in full screen mode, making it more impactful. With high conversion rates, In-Stream ads are available for bidding with CPM, CPC & CPV.

ExoClick also provides free tools compatible with all ad formats, like the Fluid Player, which is an open-source video player that can be implemented on your website! This lightweight video player assists with fast loading speeds, therefore increasing the overall website performance. But ExoClick’s In-Stream ad format will work with any industry standard HTML video player.

Placement options for In-Stream Video ads

Within In-Stream Video ads, there are three placement options: Pre-roll, Mid-roll, and Post-roll. They all include a ‘skip ad’ button that end users can click after 5 seconds (just like YouTube!). 

• Pre-roll: The ad is shown at the very beginning, right before the actual content starts playing. This means that even if the end user stops watching before the video ends, they will see the ad.
• Mid-roll: The ad is played during the video, like an intermission or ad break, similar to traditional TV advertising.

• Post-roll: This format plays near to or at the end of the video content, depending on the Publisher’s preference.

Best practices for Publishers using In-Stream Video ad placements

• Include the ‘Skip ad’ button: This button is user-friendly and improves the end user’s experience of the website. Allowing the end user the freedom to skip the ad and go directly to the content they are waiting to watch. Because of this it increases the value of your ad zone because if an end user ignores the Skip button and watches the ad, the end user is genuinely interested in the offer. 
• Enable VAST Wrappers: Select ‘VAST Wrapper Support’ in the ad zone in order to have the best results. This can greatly assist Advertisers who want to target the ad zones because Advertisers who use VAST wrapper campaigns tend to have higher CPMs and can rotate more dynamic content, such as Live Streams. 
• Add the CTA Feature: This allows your Advertisers to add a Call to Action on their video ads to direct the end user to their offer’s landing page. Below are the available options for your Advertisers when you use Fluid Player add this code. The CTA feature increases clicks for Advertisers as it suggests to the end user to find out more about the offer, personalizing the CTA.

• Use Post-roll ads in your video zones: Many Publishers include a Pre-roll ad, but Post-roll ads are another way to generate revenue. Post-roll ads are a good option for Publishers as they play after the end user has watched the desired content, so they do not impede the user experience.
• Best ad frequency for In-Stream: For video ads, we recommend either setting the frequency yourself with a video ad playing on the 1st, 3rd, 5th, and 7th -11th. Otherwise, you can use ExoClick’s Frequency Capping to limit the number of times your Display or Video ads appear to the same person. According to our data, using a frequency of ten minutes maximizes profits while respecting the end user experience. In this case study, the Publisher experienced a +52% increase in impressions when he increased the frequency to once every 10 minutes.

Outstream Video ads

The Outstream Video ad format appears to users as they scroll through a website, becoming a part of their user journey. When 50% of the ad zone is visible, the video auto-plays on mute, with the option to unmute. As users scroll away, the video pauses and resumes when they return to the ad section, making the format user-friendly. When end users click the Video ad to open the Advertiser’s landing page in a new tab. This format is available for bidding with CPC, CPV, and CPM.

Best practices for Publishers using Outstream Video ad placements

• Choose the Right Placement for Outstream Video ads: Consider placing the Outstream ad zone on each page, and try placing the Outstream zone in the middle of the fold. To create a better user experience and performance. Additionally, try placing your Outstream ad zone between blocks of content on your site. This approach allows the ad to become part of the user’s journey, improving the overall experience. By putting Outstream Video ads between the content, you can increase impressions without competing with your website’s content.

• Best ad frequency for Outstream: Enable the “once closed, hide for” option and select “show on every page” from the drop-down menu. This helps Video ads to appear on all pages (just as you would use for Banners). 

• Optimize the view size: Outstream Video ads are responsive, so your zone will adapt to the size of any mobile device used. But, you may like to use a customized container width of 430 px on Desktop. This is a few pixels wider than your video content thumbnails, which increases the number of quality clicks and makes the zone stand out to the end user.

Video Slider

Once a webpage has loaded, the end user will see a video ad slide from the right at the bottom of the page. This is the Video Slider format. This format is very eye-catching to the end user and can significantly increase a Publisher’s ad revenues. It is yet another great way to catch the end user’s attention without disrupting their experience. It plays on mute by default, but the end user has the option to unmute the video if they would like to hear the ad. This format is available for bidding with CPC, CPV, and CPM. 

Best practices for Publishers using Video Slider ad placements

• Use the ‘Maximum Screen Density’ feature: This feature lets you control the percentage of the screen occupied by the ad zone when triggered. It ensures that your Video Slider ad zones are optimized for all devices, particularly mobile. It also helps maintain compliance. You can set the density in the Admin Panel in your zone configuration tab. You can choose a screen share of between 20% and 30% for the Video Slider format. These % options are Google-compliant and allow for a great user experience. Your chosen percentage depends on your website and the audience’s preference. So, test out different percentages to find the one that suits your audience best.

• ExoClick’s CTA Feature: This feature can also be used for Slider Video ads.
• Best ad frequency for Slider: Choosing a non-intrusive ad frequency for your Slider ads is important to control when the ad will be shown to the same user again. For Slider ads, our Account Managers recommend setting the frequency anywhere from once every 10 minutes and up to once per hour for the best user experience! The key here is to experiment on different devices and GEOs to find the best performance.

Conclusion: Best practices for Video ad placements

Now you know how to boost your website revenue with Video ads and the Video ad formats available to Publishers on the ExoClick network. Remember when trying these best practices, it is a good idea to do some A/B testing to find the best combination of configurations for your website specifically. If you would like to make the most out of your website monetization, join ExoClick today and talk to our team to learn the best options for your website.