Here is the last of our four-part “checkpoint” series.
Prediction #4 – An increase in demand for audience targeting capabilities – either 1st or 3rd
There was a time when reach was the most important factor for video buyers, however in our recent State of the Video Industry report, it was out-ranked 7% by targeting capabilities. As our industry has matured, so have the tools for buying video making agencies more savvy and efficient about their campaigns – note that price came in a close second to targeting.
So it wasn’t terribly surprising when we asked Adap.tv clients if targeting capabilities, either first or third-party, were significantly impacting their business this year – 56% of agencies and 70% of ad networks said yes. But it did make us wonder why only less than half of our publisher clients (45%) were feeling the same shift. Regardless, with the demand-side trending towards first and third-party audience targeting, it will inevitably make an impact on nearly all publisher business.
So publishers prepare and ask yourselves these 3 critical questions:
#1 What am I going to do with first and third-party audience targeting and what will it take to support it?
#2 What tools am I going to use to control access to it?
#3 How am I going to turn audience targeting into profits?
If you can solve these three questions, you’re in a better position that just saying it’s going to impact me.
Click here to read Part One: 2012 video ad predictions “checkpoint.”
Click here to read Part Two: 2012 video ad predictions “checkpoint.”
Click here to read Part Three: 2012 video ad predictions “checkpoint.”
Henk VanNiekerk, VP Sales, Platform for Adap.tv.
Tags: audience, data targeting, online video advertising, state of the industry
