Ask advertisers where their budgets are growing and many will say the same thing: video. Video ads grab attention, tell a story in seconds and are easy to measure, so buyers pay more for them than for almost any other format. For publishers, that means video ad impressions often earn several times what a standard banner earns.
Yet many content sites never add video, usually because they think it requires producing their own videos. It does not. This guide explains how video ads work on websites, what VAST is and how to add video in a way readers accept.
Why video pays more
- Bigger budgets: brands shift television and social budgets into online video.
- More attention: a moving picture with sound is simply more memorable than a static banner.
- Clear measurement: advertisers see starts, completions and viewing time, so they are willing to pay for results they can check.
The result is a higher eCPM, usually well above display, though actual numbers vary widely by country, niche and season.
Instream vs outstream
| Instream | Outstream | |
|---|---|---|
| Where it plays | Before, during or after your own video content | In its own player inside your article or page |
| Needs your own videos? | Yes | No |
| Typical sites | Video publishers, tutorials, media sites | Blogs, news, guides, reviews |
| Common start | With sound, as part of the content | Muted, when the player scrolls into view |
For most blogs and content sites, outstream is the practical way to start: you place a video unit in your article and it plays video ads in its own player.
What VAST is
VAST (Video Ad Serving Template) is the industry standard for describing a video ad. A VAST response is a short XML document that tells the player:
- which video file or files to play, in which sizes and formats,
- how long the ad is and whether it can be skipped,
- where to report that the ad started, reached the middle or finished, and
- where to send the viewer if they click.
Because every VAST-compatible player understands the same format, one player can show ads from many buyers. A VAST tag is simply the URL a player calls to receive a VAST response.
And VPAID?
VPAID was an older standard that let ads run their own code inside the video player, mostly for interactivity and measurement. It was slow, sometimes unstable and a security risk, and the industry has largely moved away from it toward newer standards. If a partner still depends on VPAID, ask what they plan to use instead.
Where video works and where it does not
Good places for video
- Long articles where readers stay several minutes: guides, reviews, tutorials.
- High in the article, after the introduction, so the player is seen while the reader is engaged.
- Pages with steady search traffic, where readers arrive looking for depth.
Poor places for video
- Short pages that readers leave in seconds.
- The very bottom of the page.
- Several video players on one page competing with each other.
Rules for a good video experience
- Start muted, with an obvious unmute button.
- Play only when visible. A video that plays out of view annoys readers and wastes the advertiser's money.
- One player per page.
- Reserve the player's space so the article does not jump when it appears.
- Let readers close or skip where the format allows.
Video metrics to watch
- Video eCPM: earnings per 1,000 video impressions.
- Fill rate: video demand is more selective than display, so fill is often lower. That is normal.
- Completion rate: the share of ads watched to the end, a strong quality signal to buyers.
- RPM of the page: the real test of whether adding video helped.
If a video unit rarely fills, check its floor price. A floor set above current video bids leaves the player empty; lowering it usually raises fill and total revenue.
Adding video with Advorex Media
In your Advorex Media dashboard, create an ad unit with the Video (VAST) format and paste its code where the player should appear, usually after the introduction of a long article. Video demand is delivered through VAST tags, the industry standard; VPAID is not used. Video units appear in your reports like every other unit, so you can compare their earnings with the display units on the same pages, and each has its own optional floor price. If a video unit stays empty, start by setting its floor to zero and let the competition set the price.
Key takeaways
- Video usually earns a higher eCPM than display because budgets and attention are larger.
- Outstream video lets content sites earn from video without making videos.
- VAST is the standard that lets any compatible player show ads from many buyers.
- Place one muted, visible player high in long articles, and judge it by page RPM.
Frequently asked questions
Do I need my own videos to earn from video ads?
Not always. Outstream video ads play in their own player inside your article, so you can earn from video demand without producing videos. Instream ads, which play before or during your own videos, do need video content.
What is the difference between VAST and VPAID?
VAST is a standard way of describing a video ad so any compatible player can show it. VPAID was an older standard that let ads run their own code inside the player; it caused speed and security problems and has been widely replaced by newer standards.
Will video ads slow my page down?
A player that loads only when it is about to be seen, and that starts muted, has a modest impact. Players that load immediately at the top of every page and autoplay with sound hurt both speed and experience.
Why do my video units sometimes stay empty?
Video demand is more selective than display. If a floor price is set above what video buyers currently bid, or there is little video demand for a reader's country, the unit stays empty. Lowering the floor usually increases fill.
Turn these tips into revenue
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