Your Complete Guide To Finding The Perfect Video Partner

In this blog, we’ve outlined important things to consider when looking for a new video partner. Be sure to check out our detailed checklist to compare providers and see which best supports your business goals.

Create, deliver, and manage your video content

How your video is displayed and the way a player functions can greatly influence how viewers engage with your content. Take the time to find an OVP whose technology can easily be adapted to suit your approach to video storytelling. Look for a fully customizable video player, integrated library, and video creation tools to deliver high-quality, on-brand video experiences.

• Video Player 

When choosing a video player, there are a number of factors to consider that can control the quality of a viewer’s experience, like how fast the player loads and the video quality. Asking questions about HLS adaptive streaming, bitrate encoding, their CDN, Google Lighthouse scores, and more, can give insight into player performance. 

Some publishers also need a player that they can customize, whether it be branding, player behavior, or playback modes, while others may be more concerned with ad settings and complex serving rules. Understanding what you can control and how, will help determine how much effort your team will have to invest in customizations and which partner can best support you.

• Creation Capabilities

Creating videos can be time-consuming and resource-intensive, especially if you don't have a dedicated video production team. Partnering with an OVP that offers pre-licensed media assets, a simplified editor, dynamic videos, and other pre-build content can help you expand your library and monetization opportunities.

• Video Library

Most OVPs will have a library where you can store, organize and tag your videos, create playlists, and schedule content. Make sure each vendor supports your preferred video types and makes it easy for you to upload and export your assets. If you use a third-party CMS, check for compatible plugins and integrations to avoid disrupting your workflows. Select vendors may also offer in-video contextual analysis, a feature which helps editorial teams build relevant playlists without the manual work of tagging content, and enables precise contextual targeting for advertisers.

Features and integrations that drive video revenue

A key reason to invest in video is to create more monetization opportunities. Aligning with a video partner who offers a range of revenue tools can help you maximize your earnings.

• Monetization

An OVP that has an integrated ad server and exchange can help boost revenue. These features make it easy to run direct deals and gives you access to premium demand. You should also look for an OVP that has integrations with DSP and SSP partners. This will allow you to run deals through direct supply paths which can help you reduce ad tech fees and operational complexity. Other features to look for include advanced pricing tools, line item priorities, IVT filtering, and cookieless targeting capabilities.

• Analytics

As you grow your online video presence, leveraging data to inform your strategy is key. Invest in a platform that tracks content and revenue performance, audience engagement, and has real-time reporting metrics. If you use third-party reporting tools, look for a vendor who is integrated with your preferred partner or offers an API connection. 

• Certifications and Partnerships

Check for notable certifications and integrations when deciding on a provider. A partner who is trusted by industry leaders and organizations, such as Google, The Trade Desk, and IAB, shows their dependability and ease of leveraging these partnerships. 

For example, Connatix is directly integrated with leading DSPs including The Trade Desk and (most recently) Google's Display & Video 360.

Dedicated support and security

When choosing an OVP partner, it's important to consider the level of support and security they offer. Finding a vendor who is committed to helping you get started, has integrated security features, and provides development resources for customizations and troubleshooting, will allow your teams to dedicate their time and resources to other key projects.

• Setup and Support

Getting started with a new OVP can be daunting, especially if you are migrating from another vendor or have limited resources. Look for a partner who offers full-service onboarding, responsive customer service, dedicated account managers, and in-house technical support.

• Security and management

If you have multiple users and teams who need different access permissions, make sure you choose a vendor that offers this within the platform. You’ll also want to look into what other security features are available to make sure it aligns with your organization’s needs.

This overview provides general considerations when choosing an OVP, but ultimately, the best provider for you will depend on your specific business goals. Download our in-depth checklist to easily compare vendors and find the right partner to support your video initiatives.