Find­ing So­lu­tions

Arabnet - The Quarterly - - Digital Media -

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.

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