The
market of Video ads is projected to reach an estimated amount of USD
5 billion by the end of 2016. The rising number of platforms, brands
and businesses are making the market vibrant, while thousands of
online video ads are being produced every day. The industry is
becoming more technology oriented with which the aspects like
transparency, time and ROI are also improving. The nexus between
marketers and ad network is the primary feature of this entire
industry. This is the prime feature of the internet advertisement
ecosystem that keeps on running the show. A glitch in these
connections would mean a massive disruption which could be a concern
for networks as well as marketers.
As
there are many video platforms and networks, the entities should
remain competitive in the industry. This calls for their
customization in accordance with the requirement of marketers. What
does marketer require? What makes video ads network lucrative
for marketers. The prime features that attract marketers are
Performance and Reporting of Campaigns, Cross-Channel and
Cross-device functionality, Real-time bidding, Reach and Transparency
and Format of the Advertisement. However, the game is not one sided
and it is not such that the requirement is only deemed in Ad
Networks. The marketers too should know to evaluate the market and
approach a network they must have enough research data and
information about the market. This would allow them to find out the
most suitable entity for growth.
Campaign
performance and reporting offer any easy and straightforward way to
marketers to know what they can expect from any agency. Transparency
is critical in the process and it must be delivered by the network.
What is important for marketers is the assurance that they could
reach the audience as targeted accurately and specifically. In the
present market landscape, cross-device and cross-platform
functionalities keep any campaign ahead of those that are not aligned
with the bandwagon. Cross-device compatibility brings better returns
at a fairly less expense. The aspect like Real Time Bidding is a
buzzword now as they came out as the most effective way to buy ad
inventories using demand side platforms.
Video
ad Industry is prone to disruption as it is innovative. However, the
basics always need time to change and it is where the players must
excel to remain ahead in the competition.
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