The
industry of online video is becoming more interesting and exciting.
As projected by several market reports, ad spending will increase
over the coming years. The industry is becoming vibrant with many new
players and the increasing scope of video advertisement. Meanwhile,
several technologies have come around the scene creating new
disruptions once in every while. However, the industry might meet a
bottleneck, if video networks are unable to cope with new disruptions
that arrive as new challenges for the industry. The players in the
sector need to re-visit their approach to planning, personalizing and
video buying.
The industry is still carrying on the old approach in its buying and
selling. A new approach is still not accepted in the industry only
due to a sheer fear, which is quite misplaced. It is the fear to
change that is perceived as something which would disrupt the
industry massively. The prime stakeholders in the industry are still
reluctant to innovate new ideas for video buying. The most prominent
issue is the probability of massive numbers of videos adding to
access inventory. This would add more to the growing pile of videos
in the internet that carries a little value to users as well as to
brands.
However,
what advertisers are not considering is the fact that removing user
generated content will bring forth a model for biddable trading. This
in increase the demand of video inventories, which in return will
make the price to spike up. In this process, the relevancy of videos
will become higher and it would reduce the bulk of useless videos
from any platform. As it will do away with useless ads, videos
platforms will have less ads but each of them carrying much better
value compared to the former ones. This would ensure a positive user
experience, which will have a positive impact on the brand.
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