The European online video advertising market saw a growth of 100% in the first half of 2011*. But what are the reasons for this success and can it continue?
Like any ‘new’ sector, online video marketing is on a steep learning curve. It has made impressive progress in recent months at tackling the challenge of the complicated nature of the digital industry and the complexity of linking buyers and sellers online. So although there is still a lot to be done before we are able to encourage all brands, networks, agencies and publishers to adopt the medium, some straightforward activities can be undertaken to smooth the path of the sector’s next phase of growth.
An important point to acknowledge is that technology can be a double-edged sword. Whilst it enables the growth and innovation in online video advertising, to many people it can be daunting. As an industry we need to remember that there is a tendency to use terms with which we are all familiar, such as programmatic buying’ and the slue of acronyms like DMP, DSP and SSP. However, if we can move away from ‘talking techie’ and become more relatable to the TV people at agencies and their clients, we will make it easier for people outside the sector to understand its benefits.
Brian Fitzpatrick, Managing Director, Europe for Adap.tv