Phil Duffield, APAC managing director for Adap.tv, recently shared his thoughts on bringing more clarity to the Australian video advertising market and the ways in which standards around inventory is an important element in moving the industry forward.
Consumers are understandably confused by the behaviour of online video. Sometimes it loads with the page, other times it’s user-initiated. Even the term “user-initiated” is often seen by publishers as describing video that plays after a certain grace period. No wonder the consumer is confused. They are also quick to shun intrusive approaches, which have a detrimental impact on the brand of the advertiser and, particularly, the publisher.
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