Not a week goes by that we don’t see a new statistic about the explosion in consumption of online and streaming video. With more and more premium content decoupling itself from cable along with improved abilities for marketers to deploy video content and advertising at scale, will we also see an explosion in spend? Despite the compelling growth data around video, advertisers have not followed suit in spend. Perhaps that is all about to change.
Ad tech for video has matured significantly in the last several years. Many of the new players are focused on smarter ways to integrate video efforts into the marketing and advertising stack that brands currently utilize. This brings easier deployment but more importantly better measurement for marketers. With video platforms beginning to fully integrate with marketing automation, CRM, DMPs and DSPs, the true influence and value of video is drawing interested eyeballs and creating true competitive advantages to adopters.
How long will TV hold the large purse strings? The next couple of years will create fascinating trends as consumption shifts from broadcast to streaming and living room share is up for grabs. Will advertisers place the right bets or continue backing the incumbents as they rapidly get displaced?
Video is a hot track to follow and discover how to craft your knowledge and plan around this important channel.