Across the globe, agencies and brands are trying to determine their video strategy. Notice, I didn't mention whether it was digital video, linear, satellite, connected TV, out of home, place-based, or
the hundreds of other ways brands can utilize video in the marketplace to reach a target audience.
Buying TV is a lay-up, and here's why: Buyers and planners review Nielsen and look at the
VPVHs of specific shows on broadcast, cable, spot, or syndication. They don't buy "ABC," they buy "America's Funniest Home Videos," "Dancing with the Stars," "20/20," etc. They get a plan from the
network, massage it a little, negotiate a few billboards and the demographic CPM, and they're basically done. And the buy is all guaranteed on a brand's target demographic.
When you get into
the digital space, the whole world of buying gets turned upside down for planners and strategists. Clients and brands understand VPVHs. Digital agencies don't. Digital agencies for the most part buy
by publisher based on content. It's similar to TV in that they're buying an environment, but different in that instead of getting a guaranteed demographic CPM, everything is bought on persons 2+.
What these same digital agency folks are beginning to realize, is that a target audience can be bought from a digital video network. While brands will still partner with ESPN.com, People.com, and
other individual publisher sites, they're also highly aware that their target audiences are consuming video across the Internet -- and it's more efficient to buy with broad reach and targeting
capabilities from a video network than from one stand-alone site.It's the video distribution networks that are going to bridge the gap for brands and agencies to buy video like they're accustomed to
buying it: by demo.