Anyone who thinks the adpocalypse is over now that major advertisers are returning to YouTube, think again. According to a new report from online video platform Ooyala, the digital ad community faces two huge challenges.
First, brands need a lot more transparency about where their ads appear. Brand safety is crucial, as poor placement damages a brand’s reputation in the consumer’s eyes. To get that transparency, brands are starting to hold their partners (buying agencies and trading desks) responsible.
Second, viewers are increasingly in charge of what ads they’re willing to watch thanks to the rising popularity of ad blockers. Citing data from the Informa Group, the report says publishers will lose $78 billion globally by 2020 if they don’t do anything to stop this trend.
Data and ad technology can solve both crises, Ooyala says, guaranteeing ad placement and getting around ad blockers.
The report also notes some major consumer trends. For the first time, viewers now spend more time watching long-from video on every device, including mobile. Previously, short-form content was more popular on mobile devices, while TV and desktop streamers preferred long-from.
Defining long-form video as any over 20 minutes in length, Ooyala says 98 percent of connected TV viewing time is long-form (up from 83 percent the previous year), 81 percent of tablet time (up from 51 percent), 65 percent of computer time (up from 35 percent), and 55 percent of phone time (up from 26 percent).
Ooyala attributes this to the growing amount of premium content that video services now stream to any device. Other contributing factors are that nearly three-quarters of Americans call themselves binge-watchers, and young people spend over half of their viewing time with a device other than a TV.
“While the big screen may be the screen of choice—sometimes—it’s no longer guaranteed to be the center of attention,” the report says.
Short-form video still has one thing going for it, though: It has the highest chance of being watched all the way through.
For more data, download Ooyala’s Q1 2017 Video Trends Index for free (registration required).