August 31, 2017 10:00 am

Best practices for using video ads in Windows apps

By / Program Manager

Interstitial videos are a highly engaging ad format that, if used right, have much higher monetization potential as compared to more traditional ad formats. Interstitial videos are typically 15-60 seconds long and take up the full screen space, getting the user engaged in the brand or app being advertised and result in much better conversions compared to standard ad formats.

Here are some do’s and don’ts for using interstitial videos in your app for maximum yield:

DO’s

  1. Have a clear user experience defined in the app or game to the point where the video ad is shown – Since the video ad overlays the app screen completely, it must be used with caution and should never disrupt the user during game play or app usage. Typical examples of usage of interstitial ads are in between game levels or switching to a new tab in a content app.
  2. Set the ad unit mediation configuration to ‘Automatic’ – This allows Microsoft to determine the best waterfall order of ad units for every incoming ad request, giving developers maximum revenue potential from their apps.
  3. Maintain good viewability of the video ad – The Media Ratings Council defines video viewability as, “At least 50% of the pixels in the ad are on an in-focus browser tab on the viewable space of the browser page; the pixel requirement is met for at least two continuous seconds or more at any point in the ad.” Many advertisers only pay when the impression is viewable, for better yield and to avoid fraud. Make sure that when you display the video ad in your app, it plays fully and is not hidden under any other screen in the app.

DON’Ts

  1. Pre-caching for long time periods – Video ad demand is transient by nature. An ad that is available at a given moment may not be available to play a few seconds later from the same ad provider. Given this, app developers should minimize the ad pre-fetch to less than 8 seconds before they are ready to display the ad in the app.
  2. Fire multiple requests repeatedly – In case of a No Ad response, it is recommended that the developer should not fire multiple ad requests constantly. By firing multiple requests and not showing an ad when available, the ad unit becomes more likely to get marked as low quality, further decreasing the chances of getting an ad in the future. Make the next ad request only when it is aligned with the user flow in the app or game and you are ready to show an ad again.

We are working closely with our partner ad networks to bring the best demand to Windows apps and improve fill rates and monetization for our publishers. To know more about adding video ads in your apps, read the article here. Stay tuned for more announcements in this space!

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