• by Alex Weprin , September 25, 2018

Video advertising is undergoing a seismic shift, as more consumers embrace streaming video, and as traditional TV and video players experiment with new advertising technologies and pod lengths.

According to a new survey from the video advertising company Mirriad, media executives overwhelmingly think advertising experiences will need to improve to match the changing content landscape. There is less agreement around what the future of video advertising will look like.

Mirriad’s survey found that 81% of industry respondents believe it is “important to very important that networks improve viewers’ experiences with ads rather than simply cutting ad loads.”

However, what to do to improve those experiences and continue bolstering the ad business saw respondents split over solutions.

Mirriad’s survey found that 41% of respondents said contextual relevancy is the top solution (and within that group, brands and marketers preferred it when compared to networks and distributors), while 25% of respondents said that varying ad lengths and variations was the best solution.

With networks already planning to reduce ad loads, a majority of respondents (56%) agreed that integrating brands into content would be a viable option for making up the lost revenue. Some 52% believe dynamic ad insertion would help, too.

“The economics of TV continues to shift, and broadcasters are dealing with the new realities of cord-cutting,” Mirriad CEO Mark Popkiewicz says. “As networks and advertisers begin to wonder how lost ad revenue will be replaced, they will need to be on the lookout for creative new ways to plug the revenue hole.”