The 3 Best Video Players right now! [Publisher-Friendly]

In this detailed blog post, we’ll examine the different video players available to publishers in the market, compare their features (a comparison table is included), examine video ad serving, different video ad units, and even the pitfalls of ad serving.

If you are currently working with Google Ad Exchange, we’ve included a section providing best practices for video ad serving. Let’s begin!

JW player

The JW player is one of the most used web-based players. It supports a wide range of formats (HLS, VAST 3.0, VPAID 2.0) and integrates with most of the major ad networks.

Find out more about VPAID vs VAST here.

This video player supports multi-platform ad serving with advanced features such as live stream support and closed captioning. It is also future-proof with native support for 360—and VR video playback. It provides native SDKs for Android and iOS for in-app implementations.

JW Player clients include Amazon, Vice, Univision, Fox, and many more. In collaboration with SpotX, JW Player has recently introduced native Header bidding (video) to monetize content served using JW Player.

You can find demo and sample player implementations here to get an idea of the player’s capabilities and functional aspects.

Features available in JW Player eight release:

• Multi-protocol streaming support: HLS, DASH (Adobe RTMP not supported)
• 4k video playback support in HTML5 mode
• 60FPS video playback support
• RSS/XML and JSON format playlist support
• VAST 4.0, VPAID 2.0, VMAP support
• Integration with major ad server SDKs: Google IMA SDK & FreeWheel Ad Manager SDK
• Podding, waterfall/fallback, ad scheduling

Pricing for this video player starts at 5$ per month (billed annually). Custom pricing for monetization via ad serving based on the traffic is more than 50$ per month. IMA SDK integration is not available for the entry (5$ pm) and mid-level (50$ pm) offerings.

Brightcove

Brightcove’s video publishing and monetization offerings are geared towards large publishers with high traffic and huge content catalogs. The Brightcove product suite caters to all of the requirements for video content publishing, from basic content playback to content hosting, content ingestion, advanced analytics, and marketing tools.

This will help reduce the number of moving parts, eliminating compatibility issues and increasing reliability. Some of the biggest brands, such as Ford, BBC, Oracle, Condenast, and GoDaddy, use the Brightcove suite for their publishing needs.

Features include:

• Google’s IMA, OnceUX, SpotX, and FreeWheel integration
• 360 video playback support
• DRM content protection availability (Widevine Media format)
• Live stream multi-format delivery support (HLS, DASH, Apple’s FairPlay Streaming)
• Native iOS and Android SDKs for in-app implementations
• Native tvOS (Apple TV) support
• Airplay support for non-monetized content with native iOS SDK
• Native Analytics and Adobe Analytics integration
• Multiple audio tracks support on native iOS and Android SDKs
• Server-side ad-serving support

Pricing: Custom pricing is available.

Video.js

Unlike the other players on this list, Video.js is an open-source offering of an HTML5-based video player with support for video monetization. The project’s primary sponsor is Brightcove, whose video player is also built on top of the video.JS framework.

The project has a very helpful community and a wide array of plugins for third-party integration and additional services. It can be customized as per requirement (HTML, CSS, and Javascript tweaking are required) or used out of the box.

Some well-known clients include Instagram, Twitter, Microsoft, Github, IGN, The Guardian and many more.

Features supported by plugins are:

• Custom playlist curation
• Airplay and Chromecast support (Browser & device dependant)
• Google Analytics integration
• Live streaming support (HLS & DASH)
• Custom error reporting
• DRM content playback (Apple Fairplay)
• IMA SDK integration
• Ooyala CDN integration
• 360, VR & panorama video support
• Content recommendation engine
• Social sharing integration.

Pricing:  Free

Feature comparison matrix

	JW Player		Brightcove	Video.JS
HTML5	✓		✓	✓
Native Analytics	✓		✓	✘
CDN	✓		✓	✘
Customizable	✓		✓	✓
Multi-bitrate support	✓		✓	✓
Support	✓		✓	✘
Contract	✓		✓	✘
Secure delivery	✓		✓	✓
API support	✓		✓	✓
Free	✘		✘	✓

Background information on video players

Traditionally, video players had just one job to do: play the content with basic navigational controls. Players had a list of video formats they could render, and that’s about it.

Today, video players have evolved to cater to an ever-growing demand and offer many functionalities apart from playing a video asset. With the industry-wide adoption of HTML5, once widely used players based on the Flash framework are rapidly declining.

There are multiple reasons to switch to an HTML5 player over flash-based players, the two main driving factors being speed and security.

However, if you are looking to serve flash-based content, there are multiple options for you. Even as of now, many video players do support flash-format video files.

In the context of ad serving, flash is no longer supported by all the major web browsers.

How does a video player request and serve an ad?

The video player first needs to implement a video ad tag, which will be triggered at the cue points where the ad is supposed to be rendered.

There are three primary positions where video ads are served:

1. Pre-roll: The advertisement when played/rendered before the content playback is initiated.
2. Mid-roll: Any position between the content’s start and end is considered mid-roll.
3. Post-roll: The ad when played/rendered at the end/completion of the content.

When the request is made to the ad server, ad selection/RTB takes place, and the winning ad is returned in a VAST XML response with all the associated media assets and tracking event pings. 

(VAST stands for ‘Digital Video Ad Serving Template,’ a specification developed by IAB to have a common XML response from all ad servers. Before which, each ad server and player required a response in different formats, which was not efficient)

Once the player receives the VAST XML response from the ad server, it fetches the creative asset files and renders them at the predefined cue points before, during, or after the content playback.

The player will also fire the tracking events returned in the VAST XML at the associated event triggers. Should there be any failure/issue, a VAST error is triggered and logged in the ad server for future analysis.

There are three different ways media assets can be hosted in the case of video ad serving:

Ad server hosted

Media assets are hosted within the ad server, which serves the ads. The advantage of this approach is that the media files’ direct hosting URL is returned in the VAST response. This significantly reduces the latency and failure rate for fetching the media files by the player.

Externally hosted

Media assets are hosted on a third-party CDN, and the hosting URL is returned in the VAST XML. Depending on the CDN response time, this can increase the latency in fetching the media files.

Redirect tags

This is the most commonly used type of media asset hosting. In this method, a redirect tag is trafficked in the ad server and returned in the VAST XML. The player then triggers the redirect tag, which fetches the media files in a second VAST response.

This option is typically used in implementations where another auction is carried out in a second ad server, and the media files/ad can be different for every request.

Types of Video ad units/implementation/serving

In-stream

In this type of video ad serving, video ads are served within a player/App. In this case, the target audience’s primary focus will be the content served specifically by the video player. Three ad formats are generally served in this environment:

1. Linear: These are video-format ads that interrupt the content playback. There are three positions/timelines where linear ads can be served: before the content (preroll), during the content playback (midroll), and after the content has finished playback (post-roll).
2. Non-Linear: These are generally static images or rich media-enabled formats that do not interrupt or pause the content playback. They are typically smaller and are overlaid at the lower/bottom section of the video player.
3. Companion: These are general display ads served along with the linear ads in the vicinity of the player to accomplish a more immersive experience and also to provide users an option to take action relating to the video ad served earlier, even after it ended (useful in case of short video ads).

Outstream:

This type of implementation has no focal content on a video player. The video ads are served in line with the display content on the page.

There are multiple ways or implementations for serving out-stream video ads. The most common is In-banner video, wherein a video ad is rendered within a display ad unit.

Other commonly used implementations are video interstitials and page videos (spawning a player).

Common points of failure specific to video ad serving:

Timeout: Every player can set a predefined timeout, which, when reached, the content will start playback. This ensures that the content/playback is not held up should there be latency/delay in fetching the media files, which provides an optimal user experience.

Empty VAST response: This is a possibility in case of redirect tags if the redirect URL did not fetch an ad, i.e., the request to the third-party ad server went unfilled.

Multiple redirects: Some advertisers/creative providers return another redirect tag for the first redirect tag trafficked. This can be due to daisy chaining, infinite loops, or a delay in each redirect response.

To prevent this, video players have a redirect limit, which, when reached, triggers a VAST error. If there is no set limit, the next point of failure is reaching the timeout.

Unsupported media asset format: This error will be triggered if the video player cannot render the media files returned in the VAST XML. This error is not quite common, as multiple media files will be returned, each of a different size, bitrate, encoding, etc. The player can choose the one that best suits the environment where the ad is to be rendered.

Losing revenue when an ad fails to play and triggers an error?

What if the tags trafficked into your ad server fail to fetch an ad?

The opportunity to monetize that specific request/impression will be lost. To solve this problem, the waterfall/fallback comes into play. When a fallback is enabled in your ad server, it will send a predefined number of winning ads in the VAST XML response.

If the first one fails for any reason, the player moves on to the next ad in the list. This process continues until the player can play an ad.

The obvious question in this scenario is: Will this cause a delay or increase the ad load and render times?

In this case, the overhead is very negligible, and the player runs through the fallback in milliseconds.

A possible point of failure even if fallback is setup correctly:

In this case, the only point of failure would be if the 3rd party server does not return a response or returns an empty response for the lack of an ad.

In this case, the video player will wait for the timeout set, which, once reached, will initiate the content playback. The ads in the fallback will not have been even tried.

How do we solve the problem of the timeout triggering before all the ads in the fallback have been tried?

There are two approaches to this:

1. Test the latency in the response of the 3rd party ad server and avoid using ad servers/tags, which take a lot of time to return a response when there are no winning bids/ads.
2. Set the player default timeout to a higher duration, depending on the average ad server response times of the tags trafficked into your ad server or from demand partners.

Best practices for serving video ads via Google Ad Exchange (AdX)

• To be able to serve ads via Google’s programmatic platforms, it is required that the video player be integrated with IMA SDK, without which there can be inconsistencies and discrepancies in reporting.

• If IMA SDK integration isn’t feasible, Google provides an alternative approach to serve AdX demand via adapter tags. When served on a non-IMA integrated player, an adapter tag will emulate IMA SDK functionality for that specific request and provide all the function calls and functionality as that of an IMA SDK integrated player. Adapter tags can be generated by selecting the ‘IMA Adapter’ technology when generating the video tags in Google AdX.

• Avoid serving IMA adapter tags on IMA SDK-integrated players. This isn’t recommended, and it may fail to play the ad, triggering a VAST 901 error.
• Ensure compliance with AdX video-specific policies and AdX program policies listed here.
• Autoplay non-muted video ads are allowed to serve only if any of the following criteria are met:
  • Before the ad initiated playback, the user has interacted on your website.
  • The user’s MEI (Media Engagement Index) exceeds a predefined threshold (Only for desktop). The calculation of the MEI index is detailed in this article.
  • On a mobile platform, if the user has pinned/bookmarked the site on the Device’s home screen.

How can creators maximize their video revenue?

If you aim to boost your video revenue, you must deploy a strategic mix of video players across your site. Here’s how to optimize your setup:

1. Integrate a Contextual Video Player: Position videos within relevant posts to captivate your audience and enhance your SEO. This creates an opportunity to earn whenever viewers interact with the videos.
2. Utilize a Background Playlist Player: Keep a playlist running across all pages. This enhances video revenue and offers visitors a seamless preview of your content, encouraging deeper engagement.
3. Implement a Floating Outstream Player: To capture every revenue opportunity, ensure video ad presence even on pages lacking embedded players, such as category or archive pages.

Benefits of a Multi-Player Strategy

• Enhanced Engagement: Contextual videos within posts encourage users to stay longer, increasing their likelihood of viewing ads.
• Increased Exposure: A background player ensures continuous visibility of your video content without disrupting the browsing experience.
• Comprehensive Coverage: A floating player covers all bases, ensuring you don’t miss out on potential ad revenue.

Optimizing Your Setup

Incorporate advanced playlist settings that automatically transition to the next video after a set duration if no interaction occurs. This feature keeps the audience engaged and ensures video content continually captures attention.

To fine-tune these settings, use the ad preferences in your site’s dashboard or consult third-party tools that align with your video monetization approach. By strategically placing these players and using advanced settings efficiently, you create multiple revenue streams and enhance viewer interaction across your site.

Conclusion

Although we’ve provided all the information in this article, video players and video ad serving can be complicated. To get help choosing the right one for your publishing business and implementing it correctly, sign up for a Professional account at MonetizeMore today!

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Additional questions

How to Monetize Video Content without Original Creations?

1. Leverage Stock Videos Aligned with Your Niche: If you haven't created original video content yet, consider using stock videos that match your site's niche. Stock video libraries offer a plethora of options spanning numerous topics. These videos can generate similar earnings to original content while providing a seamless user experience on your platform. It's a smart way to kick-start your monetization journey. For a smooth setup, reach out to a video content management team or explore platforms that offer these services. 2. Utilize the Sticky Outstream Video Player: To maximize your video ad revenue without producing your own videos, enable a sticky outstream video player. This handy tool plays video advertisements directly, allowing you to earn from video ads alone. Compatible across all devices, you can activate this feature through your platform's ad settings. By using this method, you can significantly boost your earnings with minimal effort. Check out various ad networks or media players that support sticky outstream capabilities to get started.

What Are the Requirements for Video Content to Be Eligible for Monetization?

To ensure your video content is ready for monetization and attracts potential advertisers, here are the key criteria you should meet: -Quality Production: Your videos should be either professional or semi-professional. Advertisers prefer well-produced content that is well-lit and carefully edited, as it reflects positively on their brand. Strive to deliver content that offers real value to the viewer. -Content Duration: Make sure your videos contain at least 30 seconds of engaging content. This excludes any logos or title screens, focusing on the actual informative or entertaining segments. -Ownership and Rights: You must have created the video or possess the rights to publish it. This ensures that there are no copyright issues and you fully control the content you share. -File Compatibility: Your videos should be available in popular file formats like .mov, .mp4, or .webm. These formats are widely accepted and ensure compatibility across various platforms. -File Size Limitation: To avoid technical limitations, videos should be under 1.2 GB in size. This helps in smooth uploading and playback, enhancing user experience.