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Wednesday, September 28
- Ross Fadner, Director, Event Programming, MediaPost
Is there anything more inefficient or labor-intensive than deploying a video ad campaign? With countless video ad platforms, and a growing number of devices used to consume video content, it seems the degree of complexity is only getting worse. When you factor in the twin specters of fraud and viewability, it’s little wonder that most marketers leave it to their agencies to navigate the video quagmire. Shouldn’t agencies spend more of their time creating, planning and buying video than coding campaigns for deployment, or worrying about whether a human actually saw their ads? What is being done to ameliorate the workload and stress that disproportionately falls on agencies?
This is the year that video consumption on mobile devices will overtake so-called “fixed device” consumption, as consumers around the world spend more time watching videos on their smartphones and tablets than on desktops, laptop computers and smart TVs. Yet, despite what has been a steady surge in mobile video consumption over the last several years, 75 percent of video spending still occurs on fixed devices. According to research from Zenith, the mobile video consumption/spending disconnect is likely to persist for years. Why is there still a disconnect between the two, and what is being done to bridge the gap? What are the main impediments to achieving a consumption/spending balance? What role have major providers like Google, Facebook and Hulu played in driving—or indeed, impeding—mobile video growth?
Not long ago, marketers could break online video down into a couple of broad buckets: viral videos on YouTube, video ads on YouTube, and branded video content that usually lived on a brand’s homepage and/or YouTube channel. While YouTube has historically reigned supreme when it comes to video consumption and distribution, Google’s video giant is by no means the only gig in town anymore. The belated emergence of video opportunities on the various properties of Facebook, Twitter and LinkedIn mean that social media is now equally, if not more important, for brands than YouTube. How should brands approach video syndication in 2016? How are they leveraging paid, owned and earned media within social channels, in particular, and what third parties are helping?
Imagine if all broadcast content—news, entertainment, sports, weather, etc—were filmed using the same live streaming app, and you start to understand what the likes of Facebook Live, Twitter’s Periscope, Google’s YouTube and YouNow are after here. Is social media, the great time-suck of our time, about to assume broadcast news and entertainment just as it has taken large swathes of attention away from other traditional media? What, specifically, does this opportunity present for marketers, who are they backing to win, and what early experiments have borne fruit?