Today, video-content owners have more opportunities to reach viewers more than ever, thanks to the popularity of online video viewing, which now accounts for more than one-half of all mobile traffic, according to Digiday. However, with today’s multiscreen and multi-device world, audiences have become fragmented across devices and even within those devices across social media platforms. While this brings greater options to consumers, who now spend 70 hours each week on digital media, it does generate some challenges for advertisers and publishers who must optimize their spending across different screens and plan video across all devices to achieve the best results possible.
Mobile screens, in specific, offer a fullyimmersive experience and the ability to target users with a device that is unique to them as well as the opportunity for deeper brand engagement than television or online. While mobile is intended to provide publishers with increased access to audiences, fragmentation limits discovery, the quantity and quality of data available to better understand consumer preferences and video ad supply. In order to reap the benefits and take advantage of mobile ads’ faster loading times and more interactive ad units, publishers must optimize their mobile channels for greater discovery and monetization.
The good news is that advances in video-playback and ad-insertion technology today are making it possible to optimally format, deliver and monetize ads and content across multiple platforms and screens, providing several opportunities for brands that run cross-screen digital campaigns. To maximize content monetization, publishers should optimize their video delivery for all screen sizes/operating systems/device types, insert ads in short or long-from content that target users by location and interests, build and own great content, and analyze ad performance in real time on every platform.
There is no doubt that video advertising has a gleaming future: audiences are growing, technology is improving, and increasing numbers of advertisers are investing in the medium. As video becomes a strategic priority for companies of every size, scale and focus, and as consumer preferences evolve and new technologies make online video increasingly effective for brands, there is no better time for publishers and advertisers to get ahead of the curve and embrace online video content than now.