Digital users prefer video content over other forms, and it’s the primary reason for video ads to become popular, driving over an 80% completion rate. Google Ads helps publishers leverage this growing user preference and monetize it via AdSense for Video.
With Google AdSense for video, you can monetize video content with instream ads and even run video ads without video content using outstream ads. While this ad revenue format is still under development, it offers valuable features and functions, allowing publishers to display video ads in different slots to generate user engagement and yield revenue.
This blog will help you understand the basics of video AdSense and the existing features you can leverage to monetize your web-based video content.
Are you Eligible for AdSense for Videos (AFV)?
To run Google Adsense for Video (ASV), you must meet a few eligibility criteria to tap into video monetization opportunities. This Adsense program does not consider your YouTube compliance, as this is independent of the YouTube Partner Program. One of the basic Adsense video monetization requirements is having more than 40% video content with over 2 million monthly video impressions. If you currently meet this criterion, here are a few other policies you need to adhere to to be eligible for Google AdSense for Video:
- All video inventory policies should be met to ensure users experience quality browsing sessions. This includes providing clickable video-control buttons like play, pause, close, skip, etc., and effectively implementing video ads using the Google IMD SDK.
- To avoid account blocking or disablement, you should also comply with AdSense Program policies, which primarily suggest publishers avoid using deceptive or illegitimate methods to drive clicks for ads.
- You should also use a third-party video player integrated with the Google Interactive Media Ads Software Development Kit ( IMA SDK ), such as Akamai, Anvato, Botmovin, etc.., which interacts with Google video ad inventory to source relevant video ads for your content. If you’re looking for the best third-party video player, here are some Google-suggested SDKs you can use to access video ads.
- If your third-party video player is not integrated with the Google IMA SDK, it should be compliant with the Video Ad Serving Template (VAST 3.0) or Video Player-Ad Interface Definition (VPAID 2 JS) to ensure video is delivered effectively in the best format on the web or native apps within videos.
- Your video player should be HTML 5, Android, and iOS-based to provide a seamless, flexible, and safe user experience across different devices.
- YouTube videos cannot be monetized using AdSense for Video as they fall under the YouTube Partner program.
Surpassing AdSense policies can lead to AdSense account dismissal, and all video policies should be adhered to continually utilizing video monetization opportunities. If you’re yet to apply for AdSense for Video, following the above-listed terms will let you into the program. However, if you have already attempted and couldn’t get in, there might be a few reasons for rejections.
- Quality: Your site quality is defined by different aspects—content, user experience, links, traffic sources, etc. Generally, sites with adult, violent, or illegal content that does not follow the AdSense content policies will not be eligible for AdSense for Video.
- Error in Implementation: If your video ads are implemented incorrectly or if your video player has compliance issues, this can be a potential reason for rejection.
- Video Audibility: Google prioritizes user experience; hence, most of its policies and criteria work towards ensuring it. As a part of that, your videos’ audio has certain restrictions. For instance, only one of your video inventory items can autoplay with sound at any moment among all the existing video ad inventory on a page. Similarly, there are terms and conditions related to tagging, ad placement types, sticky video ads, and control visibility.
If you’re rejected by AdSense for Video, the next best step is to verify your site’s health by analyzing the content quality, traffic medium, overall structure, and adherence to Google AdSense and video policies.
What are the Different Types of Ad Formats on AdSense for Videos (AFV)?
Generally, you can display video ads in your videos or without video content. The ads embedded in your video, either in the beginning, middle, or at the end of the video, are called instream ads. Video ads not included in a video but displayed independently on a page are called out-stream ads.
AdSense for Video offers three ad formats: video, overlay, and full-slot. Each ad format can be optimized to display at different intervals. Here are more insights on each type.
Video Linear:
Source: Google AdSense
Video ads, also known as linear ads, can be displayed in pre-roll, mid-roll, and post-rolls. These ads are called “linear” because they take over the full view of the video player, requiring the viewer to watch the ad before returning to the content. This format is one of the most direct forms of video advertising, leveraging the full attention of the viewer. Pre-roll ads are common and generally have higher engagement rates since viewers are likelier to watch them access the content they came for. There are two different kinds of video ads: standard and TrueView ads.
- Standard Ads: These are unskippable video ads placed at the beginning, end, or during regular intervals of the video content.
- TrueView Ads: These ads can be displayed only at the beginning or middle of the video and can be skipped after 5 seconds. It can be placed in these slots only if the length of the video exceeds the length of the ads.
Balancing the frequency and duration of ads is essential when using linear ads. Too many ads or overly long ads can lead to user frustration and increased bounce rates. Publishers must adhere to Google’s advertising policies to ensure a safe and positive experience for viewers and advertisers. This includes content guidelines and technical specifications for ad implementation.
Overlay
Source: Google AdSense
Overlay ads are only accessible to HTML5 web-based publishers. They appear at the bottom of the page, precisely the “bottom third of the content,” as Google defines it. Overlay ads are designed to be semi-transparent to ensure that they do not entirely block the video content and maintain a positive viewing experience.
It enhances viewer engagement by offering non-disruptive advertising alongside video content, potentially increasing the viewer’s time spent on the publisher’s platform. This ad format is suitable for a wide range of content, from short clips to longer videos, making it a versatile option for different types of publishers.
Full Slot
Source: Google AdSense
Similar to overlay ads, full slot ads are also only available in HTML SDK for web-based video players. This ad format can be used at different intervals, and the audience must manually close the ad to proceed with the video. It drives audiences’ conscious attention toward the ads, thereby increasing the chances of engagement or impression.
Types of Integration for AdSense for Video
Implementing your video ads is crucial in the overall monetization process. Deployment errors can prevent you from seamlessly running and scaling web-based video ads. There are four different ways to integrate Google AdSense for video. Generally, it’s best to use a video player to communicate with ad inventory and source relevant ads. Your method of integration depends on whether you use your video player.
1. Direct Integration
With direct integration, you can use your custom-built HTML5, Android or iOS video player, to which you should integrate Google IMA SDK. There is a detailed walkthrough guide on integrating a video player with Google IMA SDK. While you require technical knowledge to implement the SDK within your video delivery infrastructure correctly, you can find the basic guidance for different video players on the Google developer site. Moreover, you should also ensure that all video content and ads comply with Google’s advertising policies to maintain quality and trustworthiness.
2. Third-Party Video Player Integration
Third-party video players facilitate collaboration with Google video ads inventory. They are built to comply with Google’s AdSense for video policies and make your job easier. Google has listed a few SDK partners that you can consider for your video player. Famous players like JW Player, Video.js, and others provide support for IMA SDK integration.
The deployment process involves adding the IMA SDK to the video player environment. To fetch and display ads, the SDK communicates with Google AdSense (or Google Ad Manager). Publishers must follow specific integration guidelines provided by the IMA SDK documentation and the third-party video player to ensure proper setup.
3. VAST/VPAID Integration
If you’re not using a third-party video player that is not compatible with Google IMA SDK, you can use a video player that has VAST 2 or 3 and VPAID JS. VAST is a specification designed to standardize the communication requirements between video players and ad servers. VPAID adds an additional layer to the VAST standard by defining a common interface between video players and ad units.
The industry is moving away from VPAID towards more secure and transparent solutions like VAST 4 and Secure Interactive Media Interface Definition (SIMID). Hence, it is best to use video players that offer top features relevant to the industry’s advancements.
While executing a new format or integrating a video player, it’s essential to test out the workflow to ensure there are no errors in video ad inventory placement. As Google has strict guidelines regarding implementation errors, it’s always best to seek your web developers’ help to bring video ads to your site.
Next Steps
Now that you are familiar with how Google AdSense for Video operates and the potential benefits this platform offers through the integration of tools like IMA SDK, it’s time to put this knowledge to practical use.
Here are the next steps you should consider to leverage AdSense for video monetization on your platform effectively:
- Evaluate your current video player and ensure it supports the IMA SDK along with VAST and VPAID standards if it doesn’t, consider upgrading or switching to a compatible player.
- If you have a Google AdSense account, ensure it is configured to include AdSense for Video.
- Integrate the IMA SDK with your video player and set up your ad tags. Thoroughly test the ad display on various devices to ensure ads are displayed correctly and interactively as intended.
- Once live, closely monitor ad performance using the analytics tools provided by both AdSense and your video player to improve as needed.
- Regularly review Google’s advertising policies and ensure your video content and ads comply with these standards to avoid any penalties or bans that could impact your revenue.
