Advances in programmatic video technology present exciting opportunities for publishers to package and sell their video inventory in new ways and ultimately increase efficiency, fill rates, and revenue. As advertisers continue to embrace video as their storytelling medium, and as programmatic spend increases, publishers can use this technology to grow their business.
Below are seven best practices my team has identified that can help you win with programmatic video. These best practices are based on our experience working with leading video partners and building programmatic technology that empowers publishers to deliver seamless, personalized, and measurable ad experiences everywhere.
Share more information about your inventory to drive more value
There’s a strong correlation between how much information you share about your video inventory and higher CPMs and fill rates. When video inventory contains viewability, brand safety, and demographic data, it’s more desirable to advertisers who want to reach audiences on premium content. As shared in our recent video viewability guide, increasing the viewability of your video ads from 50 percent to 90 percent, can result in more than an 80 percent revenue uplift (averaged across desktop and mobile sites) according to internal data.
If your video inventory contains signals like Device ID, App ID, Package Name, Show Name, TMSID, Description URL and Viewability signals it will likely drive the highest possible value for you and your advertising partners. When it comes to Device ID, Google Ad Manager supports the IAB's Identifier for Advertisers (IFA) guidelines and we recommend that partners adopt these guidelines to provide better ad experiences in a privacy-focused way.
Establish a responsible first-party data strategyIf you have first-party data or unique insights from your audiences or content that you have the right to use for advertising purposes, consider ways to use your custom data to help maximize the value of your programmatic inventory. Use Google Ad Manager’s audience solutions to help your advertising partners benefit from your first-party data whilst protecting against data leakage. This can improve advertising effectiveness and result in a high-quality advertising experience for audiences.
Create organizational alignment between direct and programmatic sales teams
One of the biggest challenges our broadcaster research revealed is achieving organizational alignment between direct and digital sales teams. Programmatic guaranteed deals represent a good opportunity to educate your sales organization on your programmatic offering and strategically cultivate relationships with agencies, demand-side platforms, and brands—with the benefit of improved efficiency. According to our programmatic guaranteed report, publishers save 57 percent more time when using Programmatic Guaranteed deals versus traditional reservations, all while maintaining the same level of control over their campaigns.
Create alignment by empowering your sales team to sell programmatic guaranteed video ads and compensate them for programmatic revenue.
Maximize yield across all transaction types
Google Ad Manager offers flexibility over how your inventory can be sold—including transaction types like Open Auction and Exchange Bidding. Partners like DAZN have been able to increase programmatic video revenue by 150 percent using Exchange Bidding for instream video. No matter how you sell, Ad Manager offers a unified platform with comprehensive yield management features that work across both direct and programmatic sales.
When it comes to pricing, we recommend:
Using Unified Pricing for Open Auction and Exchange Bidding to centrally manage your target CPM or floor prices across all programmatic demand.
Setting Programmatic Guaranteed pricing on par with your traditional reservation rate card.
Setting higher pricing for Programmatic Guaranteed with Audience Lists and for buyers who would like to retain the ability to pass on impressions through non-guaranteed private marketplaces.
Conduct technical video audits periodically
Technical errors can result in missed opportunities or cause a poor user experience. The Ad Manager technical consultant team, that works with partners to identify and fix video issues, recommends your audit include the following steps:
Review sites and apps for latency, render rates, and prefetching opportunities.
Audit for VAST errors, timeout windows, and issues passing user agent.
Use Ad Manager inventory controls, like the ability to block VPAID creatives on connected TV devices, or create network level duration settings and player profiles for a better ad experience.
Use Ad Manager’s Dynamic Ad Insertion to ensure a seamless experience across content and ads.
Maintain your brand with Ad Manager's publisher protections
Maintain your brand by using Ad Manager’s spam protections, including standards like Ads.txt and apps-ads.txt. You can reduce the risk of fraud by sending all programmatic video inventory to Ad Manager through the Interactive Media Ads SDK. We also recommend using Ad Manager’s Ad Review Center to review individual ads and decide whether you want to continue showing them on your pages or blog, or report ads in real-time.
With these protections in place, you can rest assured that you’ve taken steps to minimize the risk that your inventory will be compromised by bad actors, and advertisers will increasingly feel comfortable that the video inventory they buy through Ad Manager is from the declared, trusted source they set out to run on.
Grow your revenue with Ad Manager’s demand-side connections
Google Ad Manager can also help you grow awareness and revenue for your inventory through our integrated demand-side connections to Google Authorized Buyers, including Display & Video 360, Google Ads, and agencies. You can easily strike curated deals through your publisher profile in Ad Manager. Our teams may also be able to help you highlight your inventory in the Display and Video 360 Marketplace program or by incorporating your brand in other marketing programs throughout the year.
Implementing these best practices can help you successfully monetize your video programmatically, grow demand from advertisers, and allow you to continue to create more great content for audiences everywhere.
Learn more on the Google Ad Manager website.