Why do Publishers fear Video?

Publishers benefiting from a steadily-increasing yet consistent revenue stream from video content with pre-roll ads is not a rare phenomenon. However, some still have reservations and are not so keen on adding video to their sites for various reasons.

Some may consider this format to be intrusive or have an underlying fear of user experience’s impact when video becomes a part of their page. Others are not against adding video to their site but are on the fence, waiting to see how others adopt this format and whether it’s lucrative enough to take the leap themselves.

Since there are numerous pros and cons to making this call, we decided to summarize both aspects to make the decision easier.

Why you should add video to your site Better Content Delivery
Video is an evolved format of content delivery. It combines three different mediums (image, sound, and movement) into a powerful story-telling experience. Many experts believe that a company can never evolve into a brand without video advertising since it delivers the message in the most eye-catching and engaging manner.

Be a part of a Rising Trend
85% of all internet users in the United States watched online video content on any of their devices. 54% want to see more content from their favorite brands and business houses. Short-form video content enables users to digest an incredible amount of information in less than a minute. That’s precisely why Facebook is continually prioritizing videos in our personal feeds.

Be One of the Big Boys
If you incorporate video in your content, you are no longer just an average publication. You are a broadcaster! Up until four years ago, only the significant publishing powerhouses like CNN, NBC, and others could afford to create video content for their digital assets. With video becoming more accessible, it has opened up a world of opportunity for smaller publishers to step up their game.

Substantial Incremental Revenue
Most online publishers generate a large part of their revenue through display banners, where potential income (CPM) is relatively low. Premium branded video campaigns, however, can fetch CPMs as high as $30 from advertisers, depending, of course, on the quality of traffic, type of video, the website’s reputation, etc. In other words, with video monetization, you can show fewer ads to users and increase your profitability by selling them for higher CPMs.

Why you should not add video to your site
Creates Latency
A video player that contains a playlist is a relatively heavy format to support on a webpage. This is simply because the entire video content library needs to be loaded, leading to heavy, slower-loading pages and browsing latency.

Annoying to Users
Pre-roll or out-stream ads may discourage specific users that have become accustomed to ignoring standard display ads. After all, the presence of video ads in digital content is relatively new. It may take some time for content consumers to become comfortable with it, like we have all become comfortable ignoring the numerous display banners that fill every article we read.

High Costs and Additional Resources
Paying for third-party video content, licensing a video player, increasing bandwidth or services, in general, may not be a cheap affair if you choose to manage video internally. Additionally, you will also require a specialized ad-ops team to handle direct and programmatic ad management. Unlike display ads controlled by any blog with a Google GAM account, video is a whole different ball game.

At the end of the day, there isn’t one straightforward answer for whether you need to incorporate video or not, but if you choose to take this path, keep in mind that you may need to make certain adjustments before realizing ROI. Another aspect you should also keep in mind is that it will place you on a whole new level of publishing standards.

Remember that you do not need to walk this path alone. Choosing the right partner is elementary in becoming successful. The proper setup with a suitable vendor and the correct solution can increase revenue generation and profitability.

Like VIDAZOO, there are plenty of third-party holistic video solutions that provide a complete video monetization product suite that can be entirely outsourced and managed externally.
Remember that the solution needs to put you at the sweet spot between video monetization best practices and impeccable user experience. Make sure that when you choose a partner, ask the right questions and get educated on the process of getting upgraded to video.

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