Video now accounts for up to a third of ad revenue for top publishers. JWX CEO John Nardone shares practical advice on maximizing video monetization, from content choices to platform tactics.
Video advertising is becoming a major revenue driver for digital publishers, with some leading sites now seeing up to 30% of their ad income from video formats. According to John Nardone, CEO of JWX, publishers who want to grow this share need to focus on both content quality and smart placement strategies.
Nardone said that publishers should prioritize creating high-quality video content before launching video monetization efforts. He explained that premium video unlocks more valuable ad placements, while lower-quality or absent video forces reliance on less desirable formats like outstream or banner ads, which typically generate lower returns.
JWX, which works with publishers such as Le Figaro, Business Insider, Politico, and Axel Springer, reports that video makes up about a third of ad revenue for its clients. Some publishers who invest heavily in platforms like YouTube or Facebook are pushing that figure even higher, reaching up to 34% of their ad mix.
When starting out, Nardone recommends publishers experiment with variables such as video player size, placement on the page, and user behavior metrics. He emphasized the importance of balancing ad load to avoid overwhelming audiences, noting that too many intrusive placements can drive users away.
Pre-roll video ads-those that play before main content-are the most lucrative, according to Nardone, commanding the highest CPMs and advertiser demand. Mid-roll ads, which appear during content, also perform well. Outstream ads, which play independently of video content, tend to have lower CPMs but can be placed in multiple locations for higher volume. In-banner video ads are generally the least valuable, though some publishers still find success with them.
For news publishers, Nardone highlighted the importance of timeliness. He said that the monetization window for news video can be as short as 36 to 48 hours, making it critical to quickly produce videos tied to trending topics. He pointed to Le Figaro’s approach of combining B-roll footage with reporter narration to create professional, timely videos. Publishers can also use native social video formats, but must adapt content for each platform’s audience expectations.
Evergreen lifestyle videos, by contrast, have a longer shelf life but do not offer the same short-term monetization potential. Nardone suggested using tools like True Anthem to track which videos have ongoing viral value and can be recycled across platforms without overexposure.
On social media, Nardone said publishers can either use video to drive traffic back to their own sites or monetize directly on platforms. He described YouTube’s monetization program as strong, Facebook’s as decent, and noted that TikTok has produced only limited success for publishers so far. For TikTok, he advised focusing on using the platform to bring users back to publisher-owned properties.
Smaller publishers, according to Nardone, should consider partnering with experts to navigate video monetization, as many lack in-house experience. He noted that both large and small publishers are facing staffing pressures and must decide what to outsource.
Investment in a dedicated video team is important, but Nardone acknowledged that expanding headcount is not always feasible. He recommended leveraging AI to support video production, allowing human teams to create foundational content while AI handles tasks like graphics, logos, and music. He stressed that most publishers are comfortable with AI assisting in production, but not in generating core editorial content.
To sustain video revenue, Nardone advised tracking the performance and lineage of video content across platforms. He said that much of the growth comes from indirect monetization, such as social videos driving users to ad-supported websites. He also encouraged publishers to monitor emerging social platforms, even if they do not yet deliver significant revenue, as audience attention often shifts quickly.
Nardone cautioned publishers against overloading their sites with video ads. He said that while the initial boost in revenue can be tempting, degrading the user experience risks long-term audience loss. He emphasized the need for careful testing and restraint to avoid alienating loyal readers.
For more on how retailers are investing in streaming ad platforms and the impact on video advertising, see this report on Walmart's acquisition of Vibe.co.
