As TV and digital video campaigns converge, online is starting to look more like TV. That’s because buyers demand demographic guarantees on multi-platform campaigns.
The top streaming TV device wants to help marketers plan campaigns across traditional and online platforms, so it’s offering comparable Nielsen metrics.
Publishers are investing in premium online video in hopes of luring TV ad dollars, but premium video by itself isn’t enough. Where is the audience development?
CPG advertisers increasingly look to online video to help build brands, then use other online ad types to generate leads and move shoppers to a purchase.
Programmatic ad sales now focus on premium content, and publishers such Turner Broadcasting are reaping the rewards.
YouTube says that audience engagement trumps production value online, and that advertisers need to see value in popular niche content.