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Introducing In-Article Video Ads

by Matthew Price on May 2, 2016

In an effort to expand MANTIS’ video advertising platform, we began to rollout and test a new advertising solution with select publishers over the past few weeks. The new system works by displaying appearing / disappearing video ads inside thousands of popular articles across the MANTIS ad network. These video ads are anywhere between :15 seconds to 1 minute in length, providing your company with an outstanding opportunity to grab the attention of millions of readers and tell a compelling story about your brand.

How In-Article Video Ads Work

Currently available as a desktop-only solution, in-article video ads tap into the same pre-roll system and require no additional work from advertisers. You’ll get all the same reporting options to track and manage your campaign as you do when running a display/ content ad with MANTIS. Video ad campaigns can also be targeted to users using the same parameters available on MANTIS’ other platforms [location, time of day, etc…] ensuring you only pay to reach the audience that matters most to you.

In-article video ads display your message in the most visible part of the user experience, on any published article in the network [as seen below]:


Test Results Look Solid

During the last few weeks we had the opportunity to work with some advertisers on this new format and the data we have been collecting is nothing short of amazing. Across the board, we have seen large engagement spikes for campaigns using MANTIS’ new video platform.  In fact, various campaigns generate 10-20 times more engagement compared to their display advertising campaigns with the same exact messaging. While advertising on a CPM basis may be a new concept for some advertisers, a video ad with the right messaging and design can easily match and often outperform CPC campaigns.

Creating a New Video Ad Campaign

Getting started with your first MANTIS in-article video ad is as simple as creating a new display/content ad campaign. Follow these quick steps:

  1. Log in to your advertiser control panel
  2. Click the blue “Create” button on the “Campaigns” tab
  3. Choose the option to create a “New Video Ad
  4. Select your targeting settings, CPM bid price, and submit your campaign for approval
  5. Once approved, your video ad will begin showing in the most visible part of the user experience, on any published article in the network

Video Ads for Publishers

If you already have MANTIS’ display ads or content recommendation widget installed on your website, implementation of the in-article video ads will be a very straightforward process. Instructions for how to integrate the player can be found here.

Additionally, there are options in the Settings tab within your administrative panel that will give you some control over the video player. Please contact us and let us know if there are any improvements you feel that could be made to the unit.