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.