Health Video Ads
HealthiNation turned to Venturesoft to develop several executions of its 300×600 video advertising unit. This video ad was designed to take advantage of the high pricing of ads in the health media vertical, their high quality URAC-accredited content, and the significant barrier that exists to acquire high quality traffic in condition-specific health sites.
HealthiNation’s bite-sized health content was an ideal match for a video advertising unit because of its short-form length, which allowed it to qualify for running valuable preroll-with-synced-companion-banner advertising. In this model, it nested two advertising units within a larger one (see the graphic at the right) allowing them to backfill the inventory using advertising arbitrage when the market allowed for it.
The complexity of building a video ad cannot be overstated… deep integration was required with:
- Video ad networks such as Tremor Media, LiveRail, Google Adsense-For-Video, Doubleclick
- Traffic acquisition networks including MediaMath, 24×7 Real Media, DataXu, and Google
- Audience measurement and audience qualification sites like comScore Video Metrix, comScore Media Metrix, Omniture, Google Analytics, and Quantcast
The video advertising unit was built in two different video technologies – FlowPlayer and Brightcove. Deep customization was done using ActionScript and Javascript, including a custom-built AJAX preloader designed to eliminate the high cost of EyeWonder as a video ad server.
Here are two visual examples of these video advertising units along with an example of the advertising monetization model that was used to make this product as profitable as possible:
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