Fear of change, complexity and simple inertia hold back ad integration
Someday,
online video will almost certainly become so disruptive that TV
advertising will have to integrate with it. Several forces are in play
that will likely fuel that eventual fusion, most notably the
availability of high-quality video content and associated advertising
across five increasingly used digital screens—desktop computers,
notebook computers, smartphones, tablets and connected TVs.
But in the short term, the fusion of online video ads and TV commercials into singular campaigns will remain incomplete.
The core factor is a fear of financial loss within the TV industry—broadcast and cable networks, and cable providers (which are often also ISPs). Those fears are leading to tactics such as broadband and mobile data caps, which can reduce video usage, and the use of authentication protocols to block cord-cutters from accessing TV content online.
In the meantime, online video’s ad spending growth will far outstrip TV’s growth through 2016, fueled more by the desires of brand advertisers than by the actions of media companies and other established content owners.
The growing consumer appeal of connected TVs is one force in favor of
integration between online video and TV advertising. It’s also why 28%
of brand advertisers and agencies in North America expected to buy ads
on that platform in 2012, up from 8% in 2011, according to a report from
Adap.tv and DIGIDAY.
The growing online video audience, and its devotion to watching ever
more content online, is another factor favoring integration. But the
forces arrayed against it are also strong, including the fear of
cannibalization, the inability of content owners to sell sufficient ad
loads online, the complexity of buying and measuring digital ads, and,
of course, simple inertia.
The five digital screens—desktops, notebooks, tablets, smartphones and connected TVs—are where audiences increasingly watch TV and other video content, and brands need to reach them anytime and everywhere.-eMarketing
Need Help with Video? Go to VMakers.com
Call 888-712-8211 today!
info@VMakers.com
But in the short term, the fusion of online video ads and TV commercials into singular campaigns will remain incomplete.
The core factor is a fear of financial loss within the TV industry—broadcast and cable networks, and cable providers (which are often also ISPs). Those fears are leading to tactics such as broadband and mobile data caps, which can reduce video usage, and the use of authentication protocols to block cord-cutters from accessing TV content online.
In the meantime, online video’s ad spending growth will far outstrip TV’s growth through 2016, fueled more by the desires of brand advertisers than by the actions of media companies and other established content owners.
The five digital screens—desktops, notebooks, tablets, smartphones and connected TVs—are where audiences increasingly watch TV and other video content, and brands need to reach them anytime and everywhere.-eMarketing
Need Help with Video? Go to VMakers.com
Call 888-712-8211 today!
VMakers - The easy way to create, distribute and market your videos.
Video without the hassles and high costs!
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
Video without the hassles and high costs!
info@VMakers.com
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