Improving Viewer Experiences Will Be Key For The Future Of Video Ads

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.”

2 comments about "Improving Viewer Experiences Will Be Key For The Future Of Video Ads".
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  1. Douglas Ferguson from College of Charleston, September 25, 2018 at 11:36 a.m.

    Maybe networks/advertisers can make a truly miserable experience into a barely-less miserable experience. It's amazing how a whole industry grew up around coerced interruptions that were (in a now-distant past) the only conceivable way to collect revenue, because the local station could not build a box office to sell tickets.

  2. Ed Papazian from Media Dynamics Inc, September 25, 2018 at 12:47 p.m.

    Douglas, maybe the networks should abandon all ads so their poor, exploited audiences----most of whom were perfectly OK with ads as the price for getting all of those great TV shows---can stop complaining about those "coerced" interruptions. To serve viewers you have to offer interesting and/or informative content---and lots of it. Who's going to pay for all of that? And where did you get the idea that virtually all commercials are a "miserable" imposition? Do you really think it's possible to introduce new products or explain the benefits of existing ones as well as selling the merits of individual brands without some form of advertising?

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