Whether through syndication (refer to the preceding section for more information on this), direct partnerships with video producers, or your own production, seriously consider adding video to your site to run advertising against. Not only is video one of the fastest-growing parts of the Web, drawing in a rapidly growing audience, but pre-roll and mid-roll ads will fetch far higher rates than display ads. Working through an ad exchange like I previously discussed, you might yield something like 25¢ to 50¢ CPM rates for display ads, and upwards of $4 to $5 CPM rates for video-based ads.
To play videos on your site (if you're not working through a syndication service), you'll need to include a video player. Two easy and inexpensive options for this are as follows:
Of course, you can always pay to have your own custom player built, but why bother? These two options will work just fine, allow you to alter the design to fit your site, and run ads against your content.