Paid ads that are never seen? Brand pre-rolls in front of unsavory videos? That’s a recipe for destroying advertisers’ trust. A panel shows the steps that need to be taken.
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 use of auto-play on video ads is common across media companies, although upcoming moves from Google and Apple promise to return control to the viewers.
The good news is that programmatic and addressable ad buying for TV are showing huge percentage gains. The bad news is that both are still extremely small areas.
Brand safety concerns have advertisers and agencies saying sayonara to programmatic, but can this much-hyped ad market make a comeback?
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.
Programmatic’s advances could be swept away if providers can’t show they’re serious about brand safety. One marketplace backs up its promises with credits.