You will find this post particularly useful if you consider trying video advertising on your blog in addition to (or instead of) banner advertising or simply because you want to get paid for posting videos on you blog.
While many bloggers have heard about video advertising, not many completely understand what’s in it for them. I will attempt to fill in this gap by showing the benefits of video advertising over traditional display advertising (for clarity: text/image/flash banners). I will also share some performance results and suggest major entry points into video advertising for bloggers.
First things first: What does it pay?
A typical click-to-play video ad pays from 3 to 10 US cents per click. Is it a lot compared to a display banner? No. Does a video ad gives a higher CPM? The answer is yes. Why? Because people like watching videos a lot more than clicking banners. Below are the revenues you get from a video ad, depending on its position on the site:
Editorial placement
A blog with 1,000 daily loyal visitors will attract 30% of the audience to play the video placed as an editorial. With the price per view of $0.03-$0.1, the video post will generate the revenue of $9 – $30 CPM.
Banner placement
Placed into a banner position, the video runs with the CTR of 1-2% (10 times higher than on a display ad), converting into $0.3 – $2 CPM. Few banner networks would match this CPM bracket.
Conclusively, a video ad will work very well as an editorial / advertorial placement and well enough as a banner placement outperforming display banner ads.
Cool. I want to know more.
There are two major non-monetary advantages of video advertising over traditional display advertising.
Firstly, a video advert keeps your visitors on the site. People aren’t redirected anywhere when they click the play button to watch the video. They consume the video directly on the site and continue browsing it afterward. You safely pocket the revenue and keep your users on the site.
On the contrary, a display banner ad takes your users away upon click into the advertiser’s page. This route is dangerous – there is no guarantee the user will ever come back to your site. You may argue that not many people click on the banner anyway. That’s true. But this is also why banner revenues are so low.
Secondly, unlike display ads, video ads tend to be consumed as the content of the blog. This happens mainly because videos don’t send the user away to another site, but also because video adverts are often quite cool. They add value to the site. It is not surprising that a video ad placed as an editorial post on a blog gains a click through rate of 10-50%.
Where do I get video ads for my blog?
Here are the major video distribution networks you want to check out:
1. Goviralnetwork.com offers videos paying in many countries, including UK and other European countries. Payments are automatic on a monthly basis. Easy self-service publishing panel.
2. Theviralfactory.com offers few videos, but with a good creative angle and on a pay per post basis. Payments are done monthly upon invoicing.
3. Unrulymedia.com offers primarily UK-targeted videos and an easy to use self-service publishing technology. Payments are on a monthly basis and automated.
4. Rubberrepublic.com pays for all video views (not only in video’s target countries), yet offers less videos than other networks.
5. Videoegg.com pays CPM. Don’t know much about this platform, but have seen their ads on some video sites.
I hope this post provides valuable information for your blog monetization strategy.
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