The Challenge: Balancing Multiple Demand Sources

The landscape of digital video advertising is rapidly evolving, especially in the OTT and Connected TV (CTV) space. Publishers looking to maximize revenue and engagement must move beyond traditional ad formats like pre-roll and mid-roll. Today, video ad servers offer powerful new capabilities that enhance user experience while driving monetization. Here are some of the most innovative video ad server features every publisher should consider integrating:

1. Client-Side Ad Insertion (CSAI) for Cost Efficiency & True Metrics

   While Server-Side Ad Insertion (SSAI) is often praised for its ability to bypass ad blockers and provide a seamless experience, Client-Side Ad Insertion (CSAI) remains a cost-effective alternative with key advantages:

   • More Accurate Metrics: Unlike SSAI, CSAI ensures true viewability tracking, as ads are only counted when actually rendered on the viewer’s screen.

   • Lower Infrastructure Costs: SSAI requires complex backend changes and additional streaming costs, while CSAI leverages existing player-side ad requests.

   • Seamless Experience: With optimized buffering techniques, CSAI can now deliver a seamless viewing experience similar to SSAI.

2. Pause Ads – Monetizing User-Initiated Pauses

   When users pause a video, they are engaged but temporarily idle—making this the perfect moment for non-intrusive advertising. Pause ads display static or interactive branded content only when the user pauses.

   • Higher Engagement: Users are naturally paying attention when pausing.

   • No Disruption: Unlike pre-roll or mid-roll ads, these ads don’t interrupt content.

   • Ideal for CTV & OTT Apps: Works effectively on streaming platforms where users take frequent breaks.

3. Contextual Shoppable Ads – Turning Content into Commerce

   Shoppable video ads take product placement to the next level by allowing viewers to interact with items directly within a video. AI-powered contextual detection enables:

   • Dynamic Overlays: Relevant products appear as overlays when the user hovers or taps.

   • Seamless Purchase Flow: Users can add products to cart without leaving the video.

   • Better Targeting: Contextual AI ensures ads are highly relevant to the scene.

4. CTV QR Code Ads – Driving Action from TV to Mobile

   CTV ads can now include scannable QR codes, allowing viewers to take instant action without disrupting their viewing experience.

   • Easy Engagement: Users simply scan the QR code with their phone to visit a website, redeem a coupon, or download an app.

   • Seamless Cross-Device Tracking: Advertisers can track user interactions across TV and mobile.

   • Brand-to-Action Campaigns: QR codes convert passive viewers into active customers instantly.

5. CTV Remote-Control-Based Engagement – Actions Without Disruption

   Instead of relying on users to scan QR codes or visit a website manually, modern ad servers integrate with smart TV remotes to enable seamless engagement.

   • Press a button to send a WhatsApp message (e.g., "Send Me More Info")

   • Trigger an app notification (e.g., "Get a Discount Alert")

   • Save Offers to the user’s OTT profile for later access

This approach ensures higher engagement with minimal friction, making TV ads as interactive as mobile ads without disrupting the viewing experience.

Final Thoughts

As video consumption shifts towards OTT and CTV platforms, publishers must embrace innovative ad formats to drive engagement and revenue. Whether it's pause ads, shoppable overlays, QR-based engagement, or interactive remote-based actions, these cutting-edge features unlock new monetization opportunities beyond standard pre-roll and mid-roll ads.

Want to explore how these features can maximize revenue on your OTT platform? Let’s connect! 🚀

care@vmax.com