Choosing the Right Video Ad Network: A Guide for Brands

As video advertising is becoming highly popular, the number of video ad networks is increasing, making it hard for brands to decide where to spend advertising money. Each video ad network is unique, so brands should evaluate their specific needs before making an investment.

What is a Video Ad Network?

A video Ad Network is a technology platform through which brands and agencies can buy video advertisements on websites and apps. These networks facilitate the ability of advertisers to reach their target customers by using accumulated inventories from various publishers to deliver advertising assets on multiple devices effectively.

Video Ad Networks offer Numerous Advantages for Advertisers

Premium Inventory Access:  This inventory might not be available on open exchanges.

Targeting Capabilities: An advertiser can target the right audience with precision.

Making it transparent: Networks usually offer advertisers price and performance transparency that assures them of what they spend their money on.

For example, Google Ad Exchange (AdX) operates akin to a marketplace for media. It offers a platform where publishers can purchase and sell open digital ad slots.

Factors For Choosing the Ideal Video Advertising Networks

This choice has so much on the line. This ideal mix of video advertising networks ensures your brand reaches its target audience precisely when they’re most engaged. Instead of placing investments everywhere, brands should hand-pick their networks.

Five Criteria for Helping You Choose

• Inventory: The quality of inventory varies a lot. Certain networks exclusively partner with top-tier publishers, whereas others maintain a more inclusive approach. Brands should ensure their ads run in suitable environments that reflect their image.
• Cost: Pricing models vary across networks. Some charge based on impressions, while others use action-based models like pay-per-click (PPC). For example, YouTube charges for views and CPV, while Facebook operates on a CPC basis.
• Targeting: Effectiveness in targeting is a sure way to run a successful Video Ad Campaign. Most networks offer their demographic targeting, some even offering interest-based targeting. Using every available targeting option efficiently will bring the right message to the most relevant audience.
• Device and Ad Format Support: Verify that the network supports your devices and ad formats. Not all devices support features like shippable experiences, clicks, scanning, or interactive options.
• Analytics: Good data and analytics measure the performance of your ad strategy. While there will be some insight across most networks, the depth of information varies. Look out for those networks that offer very comprehensive analytics.

Expert Advice with Performoo

Take over your brand’s strategy in every video ad network with a suite of compelling media products that work across devices, channels, and audiences with Performoo. Let’s connect, and we’ll review the strategies that will maximally use your video advertising efforts!