which ad type earns most?

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Jul. 24, 2009ian smith

which of the 3 ad types (pre/mid/post roll) earns the most, on average. Or are they all pretty much the same?

Jul. 27, 2009ian smith

Surely Longtail know the answer to this. Anyone...

Aug. 06, 2009Adam LongTail

@Ian - every ad is different, so payment rates change depending on which advertisers are running. However, here are some tips:

- Pre-rolls - the great thing about pre-rolls is that they always run, meaning that if a user wants to watch a video, first he sees an ad. This is good b/c the more ad impressions you serve, the more money you make.

- Post-rolls - these ads tend to have the highest click-through rates as they follow a video, and as many ads are performance-based, these ads tend to monetize very well. However, typically less than half of all users that start a video, finish a video. Hence these ads appear far less frequently than pre-rolls.

- Mid-rolls - these ads perform very well on longer content, as users see a whole lot of ads. Also, many of our premium advertisers prefer mid-roll overlays, so these ads tend to monetize very well for premium publishers.

Ultimately, we recommend that all our users try all three different ad types to see what works best for them.

Aug. 30, 2009ian smith

thanks for the reply.

I've been running mid-roll so far with some bizarre results:

More add impressions than video streams; and

the more impressions the lower the eCPM, even though it's the same ad all the time.

When the number of my ad impressions increased by a factor of 16.5, the earnings only went up by a factor of 2.5.

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