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Experts: Look for video ad buys, content to change in 2014
More than 47 billion pieces of video content were served in November according to comScore, with more than half coming from the ad sector. With nearly 27 billion video ads served for the month, we thought it would be interesting to see what two experts believe will change in 2014.
According to John Douglas with DG, non-network original programming will change the way viewers look at online video.
"The networks aren't sitting still with their online properties. Expect more networks to push for unified audiences across screens. Authenticated paywalls or not, networks have come to the realization the demand for their content can be better monetized by embracing online and mobile viewing than leaving it up to others. With the likes of ABC leading the charge on this front, you can expect ESPN will start to usher in a major change for how we enjoy live programming; afterall, no other programming category gathers live audiences like sports," said John Douglas, Sr Product Marketing Manager, DG
Meanwhile, Oren Harnevo believes video advertising will see significant changes as well as we head into 2014. According to Harnevo, 2014 will be the year brands look at how they have purchased video advertising and move to make video ad buys more analytical, giving themselves better scale.
"Programmatic buying simplifies the entire process, making it more analytical, scabale and actionable for brand marketers. At the very least, we can expect brands to select vendors who provide transparency around media buys," said Oren Harnevo, Eyeview CEO. "We're also going to see mobile grow substantially. Of course mobile video has already taken off, but we'll see the mobile experience continue to improve, see consumers increasingly view mobile ads and see brands leverage the power of mobile. Yes, mobile is just another screen - but it is always on, always with the consumer. The next big mobile hurdle for advertisers and programmatic vendors is securing better data on their audience. I think it's something we can expect to happen in the next few years though."
Image via Shutterstock
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