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Content networks are third-party providers that publishers can leverage to drive audience. (Two of the biggest in the U.S. are Outbrain and Taboola, both of which are expanding internationally.) As part of an audience acquisition strategy, publishers can send these content networks a feed of video assets. The content network then uses algorithms to determine where these videos can be placed on other partner sites for recommended viewing.

Recommendations typically appear alongside original hosted video content on sites, and publishers pay per click. Depending on the cost per click (CPC), publishers can use content networks to promote all content or select clips. Content networks can also be employed to make any site’s internal video recommendations more precisely targeted. Social Networks

Videos are some of the most frequently shared items on social networks. Promoting video content on these networks strengthens your brand, extends your influence among current viewers and builds your credibility as a digital video provider. Managing social networks successfully requires a concerted effort. Here are some best practices publishers can follow to help audiences find engaging video content within their digital properties and encourage likes, comments and shares:

• Post and share noteworthy videos on a variety of networks, including Facebook, Twitter, LinkedIn and popular regional networks. • Post throughout the day, not just one time, to maximize exposure. • Post content that is relevant to the network. For example, LinkedIn users will be more attuned to business-related content than Facebook users. • Enable sharing for posted videos and make sure videos link back to your site.


If your digital video audience is still growing, sponsorships offer a way to monetize a relatively low number of views. Sponsorships often allow advertisers exclusive access to all of the inventory associated with an online program or a special section of video content, including banner ads, text ads and pre-roll and mid-roll video ads. Also known as giving an advertiser “a 100 percent share of voice,” this revenue model creates opportunities for advertisers to buy a more complete branding experience than they can with a TV ad buy.

Sponsorships may be desirable for advertisers because of a natural fit between the sponsor’s brand or product and the video content. For example, financial sites can obtain sponsorships from credit card companies. When publishers sell sponsorships for video ads, it’s important to keep in mind that the effective CPMs within the deal need to align with average CPMs in your marketplace. One way to do this, according to the head of advertising operations for a large global news outlet, is to combine video inventory with standard display inventory. Creating this combination will lower average CPMs for the entire deal, making it more attractive to an advertiser.

“If you have special sections of video content to sell, you can bundle it with other sizes and types of inventory with a CPM that looks much more attractive,” she says. “Bundling the inventory helps account for the variability of video and provide a better overall CPM.”