It’s not a challenge, it’s an opportunity. That was the message from JD Nyland, director of product management for Adobe, speaking at the Adobe Summit digital marketing conference in Salt Lake City, Utah. The media landscape is changing rapidly, as viewers engage with content in real-time, view video on mobile devices, and watch premium video on portable devices. Nyland noted that 10 percent of premium video views now occur on OTT devices.
For the video marketer, this represents a huge opportunity to capture the audience like never before. Online video has seen 16 percent year-over-year growth, Nyland noted, with viewers now watching more than two ads per video start.
What’s needed in this new landscape? Watch this video:
It’s creative and it’s irresistible. People who don’t like having their content interrupted by ads will still let this ad play. Video ads need to get more clever and more entertaining, Nyland noted. The question shifts from how many ads did a company serve to how much did people engage with the content?
The metrics broadcasters use are also changing. Not long ago, broadcasters were concerned with page views, visits, and app downloads. Now they study viewability, average minutes per audience, and total audience engagement.
Not only do viewers watch video on various devices, they start a program on one and finish it on another. They have high expectations for the provider: Viewers expect a seamless experience, and they expect to pick up their content right where they left off.
Even big broadcasters have had trouble keeping up with this shift, Nyland noted. Different teams—such as the desktop, mobile, and analytics—aren’t communicating. Broadcasters need to break down the barriers, get everyone working together, and tie content to marketing campaigns to see how they’re performing.
To succeed and grow ad views in this new world, broadcasters need to follow these three steps, Nyland said:
- Understand the demands of connected audiences and provide a superior experience.
- Increase the digital audience’s engagement in order to drive tune-in.
- Maximize ad profits by understanding the most valuable audience segments in every channel.
In the old days when families gathered around a living room TV, advertisers could only serve ads to the whole group at once. Now they can target individual viewers, but that requires data and the insight to use it.