opinion

How to Use Video Ads to Convert Offers

How to Use Video Ads to Convert Offers

Among all of the different digital ad formats out there, video is the one that has shown the most growth. Thanks to the fast consumption of short video content on social networks such as Snapchat, TikTok, Facebook, Twitter and Instagram, consumers have become totally accustomed to their news feeds being filled with autoplay videos from various sources.

Of course, the vast majority of adult content websites feature video, so it makes total sense that publishers are monetizing video advertising formats on their sites. This article is aimed at helping advertisers and affiliates harness the potential of video advertising in order to drive conversions for their offers.

Video can be used to demo a product, educate or offer a tutorial, present a product through a ‘famous’ brand ambassador, etc.

With video becoming such a natural part of web browsing, high-quality video ads offer advertisers an opportunity to connect on a deeper level with their target market. Video can be used to demo a product, educate or offer a tutorial, present a product through a “famous” brand ambassador, etc. In fact, using an ad network with deep targeting features can make it appear as though your video ad is content the consumer sought out specifically.

ExoClick offers three video content ad formats, like pre-roll in-stream, which automatically plays when a consumer clicks on a website’s video content and can be customized with clickable calls to action. Then there is the video slider, which is similar to the instant message format, but displays a video instead of just an image. It slides in and out from the bottom right of a web page. Both formats are available as CPM, CPC and CPV. And video banners come in a range of sizes, offering the opportunity for very short video content ads, available on CPM.

Video Advertising Tips:

Keep it high-quality — Consumers are now exposed to so much video advertising on a daily basis that they have become adept at recognizing when a video is of poor quality and this reflects badly on the product offer or brand, so always ensure you create high-quality content.

Keep it short — You only have a few seconds — generally about 10 seconds or less — to grab a viewer’s attention and tell your story. Short videos are great for engaging Millennial buyers, whose short attention spans have been shaped by the internet for most of their lives. Keep the message tight and offer entertainment value to end users so that they enjoy your ad. For pre-roll in-stream and the video slider, publishers can add a “skip” or a timed countdown button, giving their viewers the option to skip the ad after the first 5-10 seconds. So it is imperative to convey the message quickly, incorporate strong calls to action early on in your video and create content that encourages viewers to watch the video ad in its entirety.

Sound advice — Keep in mind that your video ad should be able to engage the viewer without the aid of sound. Many people browse on silent mode, so incorporate subtitles or text into your video creatively to get your message across.

Targeting — Use behavioral retargeting to tell your story in parts. For example, your first video could be a basic explanation. If the consumer clicks on your first ad, he has already shown an interest in your offer, so you could retarget him with a second video explaining a key product feature in more detail, etc.

Testing pre-roll in-stream and the video slider formats — Try running separate campaigns for each format, then monitor and optimize the campaigns to see which format converts the best. Remember: pre-roll in-stream will show on a publisher’s site inside an HTML5 video player which the user will most likely watch in full-screen mode, because it plays before the video content an end user wants to see. The video slider ad format will slide in at the bottom right of the webpage; it is a smaller format, but because it slides in, it really catches the end user’s attention. Create specific video content that takes into account the position and size of each ad format.

Be responsive — Ensure that the video ad is set at the correct screen resolutions as required by the ad network to ensure the ad shows well across all devices.

Copyright — Make sure you own the copyright or are officially authorized to use all the content featured in the video.

Statistics and tracking — Use an ad network that gives a good range of statistics. ExoClick offers real-time statistics on video impressions, part views, more-than-10-second views, completed views and views ratio. Ensure that pixel tracking is implemented in order to see where conversions are coming from. This is important because users could see your ad, but then type your offer into a search engine rather than clicking on it. With tracking implemented, you can keep track of your potential customers.

Giles Hirst is head of communication at ExoClick, an ad network providing services to advertisers, advertising agencies, traffic distribution partners and publishers.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Breaking Down HB 805 and How it Affects the Adult Industry

North Carolina House Bill 805 was enacted July 29, after the state legislature overrode Governor Josh Stein’s veto. The provisions that relate to the adult industry, imposing requirements for age verification, consent and content removal, are scheduled to become effective Dec. 1. Platforms have until then to update their policies and systems to comply with the new regulations.

Corey D. Silverstein ·
opinion

Staying Compliant With Payment Standards Across Europe and Australia

So, you’ve got your eye on international growth. Smart move. No matter where adult-industry merchants operate, however, one requirement remains consistent: regulatory compliance. This isn’t just a legal checkbox — it’s a critical component of keeping payments flowing and business operations intact.

Jonathan Corona ·
opinion

How to Avoid Copyright Pitfalls When Using Music in Adult Content

When creating an adult video, bringing your vision to life often means assembling just the right ingredients — including the right music. However, adding music to adult content can raise complex legal and ethical issues.

Lawrence G. Walters ·
opinion

New Visa Rules Adult Merchants Need to Know

In December 2024, I shared an update on the upcoming rollout of Visa’s Acquirer Monitoring Program, also known as VAMP. The final version went into effect in June, and enforcement will begin in October. With just a month to go, now is the time to review what’s changing and how to stay compliant.

Cathy Beardsley ·
opinion

WIA Profile: Lainie Speiser

With her fiery red hair and a laugh that practically hugs you, Lainie Speiser is impossible to miss. Having repped some of adult’s biggest stars during her 30-plus years in the business, the veteran publicist is also a treasure trove of tales dating back to the days when print was king and social media not even a glimmer in the industry’s eye.

Women in Adult ·
opinion

Fighting Back Against AI-Fueled Fake Takedown Notices

The digital landscape is increasingly being shaped by artificial intelligence, and while AI offers immense potential, it’s also being weaponized. One disturbing trend that directly impacts adult businesses is AI-powered “DMCA takedown services” generating a flood of fraudulent Digital Millennium Copyright Act (DMCA) notices.

Corey D. Silverstein ·
opinion

Building Seamless Checkout Flows for High-Risk Merchants

For high-risk merchants such as adult businesses, crypto payments are no longer just a backup plan — they’re fast becoming a first choice. More and more businesses are embracing Bitcoin and other digital currencies for consumer transactions.

Jonathan Corona ·
opinion

What the New SCOTUS Ruling Means for AV Laws and Free Speech

On June 27, 2025, the United States Supreme Court handed down its landmark decision in Free Speech Coalition v. Paxton, upholding Texas’ age verification law in the face of a constitutional challenge and setting a new precedent that bolsters similar laws around the country.

Lawrence G. Walters ·
opinion

What You Need to Know Before Relocating Your Adult Business Abroad

Over the last several months, a noticeable trend has emerged: several of our U.S.-based merchants have decided to “pick up shop” and relocate to European countries. On the surface, this sounds idyllic. I imagine some of my favorite clients sipping coffee or wine at sidewalk cafés, embracing a slower pace of life.

Cathy Beardsley ·
profile

WIA Profile: Salima

When Salima first entered the adult space in her mid-20s, becoming a power player wasn’t even on her radar. She was simply looking to learn. Over the years, however, her instinct for strategy, trust in her teams and commitment to creator-first innovation led her from the trade show floor to the executive suite.

Women in Adult ·
Show More