Adap.tv was a supporting sponsor of the IAB’s Cross-Screen conference this week, which brought together brands, agencies, publishers and others for a full-day intensive on the challenges and opportunities of multi-screen video advertising.
While the marketplace of ideas showed striking differences in how television and video is shifting, the consensus was that we’re still in the beginning stages of all of these majors happening.
Here are 10 thoughts from various sources that give a good snapshot of some of what the leaders in TV and video are thinking:
1. The future of video means seamlessly enabling the viewing of content and managing, delivering and reporting of advertising across all screens.
2. Because different technologies need to be navigated across screens, the problem of lack of standardization persists.
3. Viewers use a 2nd screen ~40% of the time they watch linear TV (according to Twitter/Nielsen).
4. The use of the 2nd screen is changing viewer behavior, and helping to sustain live and appointment viewing in an increasingly on-demand environment.
5. While TV Everywhere is accelerating, less than 50% of pay TV subscribers have access to it because of contractual, political, and other differences amongst TV players. The lack of TV Everywhere adoption is mostly because of a lack of marketing and consumer education.
6. Discovery of on-demand content is a challenge; there is no digital ‘TV Guide’ consumers can use to efficiently find on-demand content.
7. There is a significant concern around developing audiences in an on demand world. TV broadcasters leverage hit shows to promote new shows, but that strategy doesn’t work with on demand.
8. Long form content is not necessarily better than short-form: AOL found that a pre-roll spot before a five-minute video has better ROI.
9. It is easier for Netflix to replicate HBO than HBO to replicate Netflix.
10. TV ratings are decreasing and buyers are looking for options; some say the last 20% of their TV spend is better spent on digital video.