The
video advertising landscape has been changing with new players
emerging in the market with newer traits. As the industry is becoming
more convoluted with various new techniques and complex methodology,
now the industry is working on multiple pivotal points. Video Publishers, content owners, advertisers and marketers are all
emerging as the prime players in the industry, highly interdependent
on one another. Hence the new era of video ads is a collaborated
sphere where the players are working on tandem with each other.
With
the advent of YouTube, the marketers forayed into the platform with
advertisers. In the early stages, there was a gap between ad networks
and content owners or creators. As users were not engaged in
uploading videos as it is now. However, as internet penetration
increase, and primarily the advent of mobile devices with internet
services has fostered high popularity to online video contents.
Monetization of videos is lead to multiple solutions in the
advertisement industry. However, monetization itself is clogged with
various issues. Only solving these issues in the first place will
bring up videos quality videos to platform, which in return will help
marketers and advertisers to get better exposure throughout the
market. Many content providers are in fact trying to enter into the
market through various means apart from aggregating and creating
videos by themselves.
Video
advertisement is not a direct and easy process. There are numerous
things one has to keep in mind to attain success in the business. The
configuration of ads is among the major factors that decides the
impact of the video. While configuring the settings on view ability,
timing or geo locations, experience of the viewer must be kept
forefront while devising the strategy for the video campaign. Another
aspect is cross device compatibility. While rolling out video ads,
targeting only a single device type will be a mistake. While it is
confirmed that users are in mobile devices the most, still desktops
should not be sidelined. Also, there is a rise of connected and smart
TVs, which could certainly bring better prospects to marketers.
The
business process is also convoluted with complexities due to multiple
issues. The top publishers in the business are aggressive to contain
the overall market. These publishers should cater towards numerous
clients so that they are not left out. On the other hand, small
clients in the market remain obscured in the market as they cannot
reach the premium publishers as well as the smaller ones. Marketers
would need intensive market research and analytics to be successful
in the strategy. Only solving the issues within the industry would
bring better prospects to publishers and marketers.
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