The New York post has had an on and off relationship with pre roll video ads. These particular ad formats demand high CPMs when they are sold directly, however they are often difficult to monetise because their supply is relatively small and they could be held up in private market places. In other instances, the supply problem is a bit technical. The New York post recently discovered that they had missed about half of their video calls due to a disconnect between its player and its ad server, DoubleClick for Publishers.
“While we sell through a lot of our pre-roll inventory, because of issues with our player, we’re not able to push out or monetize as much as we would like,” said Amanda Gomez, senior director of revenue operations for the Post.
While they try and resolve these issues, the New York post has been shifting its ad budgets to other ad formats, including vertical video ads and outstream with the help of Unruly, a video platform that was acquired by News Corp back in 2015.
“We think of ourselves as a little startup within News Corp., so we’re always trying new things with the user experience, but at the same time, we need to make money,” Gomez said. “For us, vertical video was something new and customizable, since we work with a lot of entertainment and fashion clients who want to try the newest trends out there.”
While the New York post still plans on transacting most of its ad inventory programmatically, so far they have managed to monetize most of the vertical video ads through direct sales since most advertisers are attracted to the notion of trying out a new format of advertising.
“It’s something we’re able to go out with when we’re selling that buyers get really excited about,” Gomez said. “Because of Snapchat, a lot of times it’s more prevalent for clients who want to make a splash.”