The entire video ecosystem is going to have to work together to solve today’s measurement and targeting obstacles. But not everyone is ready for change.
By building Adapt Video, a flexible ad format, on top of DoubleClick’s framework, Time Inc. is creating new revenue opportunities and giving viewers a full-screen experience.
Reaching viewers when they’re in a receptive state of mind means reaching them on connected TV. Viewers find CTV ads are tolerated better than broadcast TV spots.
Consumers want to be rewarded for their time. “Our attention is valuable,” they say. “If you want me to watch your video ad, pay me to do it.”
TV alone won’t do the job, and neither will OTT alone. To gain the greatest reach of a desired audience, marketers need to take a combined approach.
Even among strong premium video ad completion rates, this stat stands out. And the rate for live video mid-rolls is nearly as strong.
The browser makers are in charge and marketers had better fall in line. Flash is ending and auto-play restrictions are emerging. Here’s everything marketers need to know about the new viewing rules.