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Video Strategies Shift From 'Go Viral' To 'Go Programmatic'

Advertising Age has posted an article, written by TubeMogul CEO and co-founder Brett Wilson, exploring why “going viral” is no longer every video advertiser’s main goal.

While brands continue to earn millions of views with great creative, [the ‘going viral’] model never scaled,” the post reads. “Advertisers quickly found out that for every viral success, there were 10 failures, and they could not reliably reach viewers or measure success in the way they could with TV (or search advertising for that matter).

“The conversation slowly transitioned from ‘going viral’ to trading desks and programmatic and industry protocols for the interface among video players and ad units,” the post continues, noting that the transition caused creative people focusing on digital video to go back to TV ads.

The post asserts that, now, the distinction between creative and media people is “blurring,” and that “the question is what agencies will do about it.”

Read the whole story at Advertising Age »

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