The Evolution of Video Ads: What New Industry Guidelines Mean for Publishers and Advertisers

It's no secret that video has become a dominant force in the digital advertising space. Statistics show that online video advertising spending worldwide is projected to reach $120 billion by the end of the year(source). A shift in user behavior away from text-based articles towards the more engaging video content has made video ads the top choice for advertisers looking to capture attention, boost engagement, and drive conversions. However, when the IAB amended their video ad format guidelines, this brought the need to outline and understand the distinctions between the variety of video ads both for publishers and advertisers (the buyers interested in acquiring online video inventory). 

Industry Changes: Breaking Down the New Definitions

Recent changes introduced by the IAB Tech Lab provide clearer definitions around different video ad formats. These changes aim to create uniformity across platforms and enhance the ad experience for viewers and advertisers alike. Here's a breakdown of the four placement types:

• Instream Ads: Traditional video ads that play before, during, or after video content which is the main focus of the page. With more platforms adopting this, the expectation is for higher viewer engagement since these ads are paired with content users are already consuming.
• Accompany Content: Video ads that sit alongside or adjacent to content, such as a video player next to an article. This format offers a more subtle way to blend ads with content without disrupting the user experience.
• Interstitial Video Ads: Full-screen ads that appear at natural transition points, such as between articles or game levels. These are often considered high-impact due to their immersive nature.
• Standalone Video Ads (previously referred to as "Outstream"): Video content that functions independently of any accompanying editorial or entertainment material. This format is growing in popularity as it provides advertisers with a clean, distraction-free space to engage users.

These redefined formats signal a shift towards more sophisticated and engaging ad placements, where relevance and user experience take center stage. For digital publishers, it means more opportunities to monetize video content. For advertisers, it allows for better-targeted, high-impact ad strategies.

How Humix Has You Covered

In the midst of these industry changes, Humix provides a comprehensive solution for both publishers and advertisers. Whether you’re looking to host your own videos, monetize through programmatic ads, or connect with new audiences, Humix offers the flexibility needed to stay competitive. Let’s see it in action:

Dedicated video pages: Humix automatically generates dedicated video pages designed specifically for users looking to engage with video content. These pages prioritize video, aligning with the instream ads category, where pre-roll, mid-roll, and post-roll ads are seamlessly integrated into the viewing experience. The pages are set up so that Humix can pass along the instream video tag to advertisers for higher RPMs.  

Additionally, dedicated video pages include key sections like the “Visit Article” button to allow the user to visit the original blog for the written content as well as the “Recommended Videos” section. The “Recommended Videos” carousel gives users an opportunity to continue engaging with other video content from the publisher that brought them to this page in the first place. 

For publishers, this setup maximizes ad revenue by enabling ads to be placed directly within the video content. For advertisers, it offers targeted inventory, ensuring their campaigns reach highly engaged viewers at optimal moments throughout the video.

Humix video player: The Humix video player stands out in the industry as a versatile solution that aligns perfectly with the latest IAB standards, covering both accompanying content and standalone video ad categories. This flexibility allows publishers to tap into a variety of video ad formats, maximizing revenue potential while delivering a seamless user experience.

For example, the standalone (formerly known as “outstream”) video ad may load before the Humix video player is visible in the current viewport, ensuring early engagement from users who have yet to scroll past the main video player. Once the Humix Video Player is in view, accompanying content ads—which often deliver higher RPMs—can then be served alongside the player. This approach offers advertisers more touch points within the user journey, while giving publishers the ability to optimize ad placements for better performance.

Why limit yourself to just one video category? Unlike other video solution providers, Humix optimizes every single aspect of the video experience, so you don’t have to.

Conclusion

As the digital advertising industry evolves, keeping up with new guidelines and video trends is key to maximizing engagement and revenue. With solutions like Humix, publishers, and advertisers can confidently adapt to these changes and leverage the power of video to grow their audience and income. The future of video advertising is here—are you ready?

Upcoming Events

Want to learn more about the power of video SEO? Join our Director of SEO, Robert Karow, as a keynote speaker at this year’s BrightonSEO event in San Diego, November 19th - 20th, 2024. You can also meet core members of the Humix team at our booth to ask questions, interact with the product, and find out how Humix is a real game-changer. Register for your tickets here: https://us.brightonseo.com/