Publishers on Board Video Ad Bandwagon
ADOTAS – All the M&A action today in the video space certainly buoys the notion that video ads hotter than hotcakes (sorry mobile) and video ad networks are cruising. A recent survey of publishers by BrightRoll only furthers those notions as two-thirds of respondents said video advertising was outpacing other forms by 25%
A third of the publishers surveyed sell 20% of potential video ad space through networks while about a fifth use them for 21% to 40%. In addition to high CPMs, the advantages of networks were high-quality advertisers (33%), increased fill rate (28%) and enhanced ability to sell remnant inventory (20%).
Publishers cited the greatest barrier to online video ad growth as ad format standardization (45.1%), followed by intrusion on users (33.3%) and dearth of advertisers (29.4%). While 88% of surveyed publishers believed advertisers would spend more on video ads if there was research proving its effectiveness, an earlier BrightRoll survey of agencies had only 52% of respondents saying the same thing about their advertising clients.
In addition, 33% of publishers said reach was brand advertisers’ greatest concern with video, and 26% noted the interest in targeting capabilities. Around 32% of publishers said targeting was the most valuable trait of video advertising.
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