Publishers are truly on the front lines of television and online video, having to balance offering the best possible consumer viewing experience and content with the needs of advertiser and agency partners.
Here is what they think about video in 2013, what they are saying about it, and the actions they hope will be taken to move the industry forward:
Thoughts. A common theme arose from our publisher survey data: TV is no longer thought of as just programming on a television screen. Content continues to drift into mobile, online, and other connect platforms. Consumers have shown that they want their content on many different screens, and as more video proliferates to those devices, publishers are thinking about combining ad sales opportunities and supporting it with better analytics across devices.
Words. It’s not surprising “video” and “content” is what publishers are talking about, nor is “mobile” which is where an increasing swathe of their viewers are accessing their content. This year has already seen a plethora activity to appease that consumer demand for video, with TV Everywhere deals coming in hard and fast over the past several months. The surrounding words in the cloud paint a picture that publishers are ready to take the next step and truly become multi-screen video powerhouses:
Actions. Publishers had a number of action-oriented insights for the coming year.
Their goal, as it has been for some time, is to bring TV budgets to the Web, and that may mean going away from the digital-TV silos that the buying community is now separated into. As the definition of TV continues to transform into billions of screens, there will just be an aggregate group of buyers, possibly transacting with terms and conditions closer to how TV is currently operated rather than “unreliable IAB standards,” as one publisher put it.
Publishers will also be under pressure to bring in more premium content (i.e. live and episodic video, linear cable and television programming, and more) as advertisers increase demand for paying against viewable impressions and completed views. Consumers have shown they are comfortable with an ad-supported experience, as long as the content they are viewing is good. As long as there is a commitment from publishers to grow and syndicate their video offering, they should be able to effectively market their content above the lower-grade online video fray.
Along with quality, publishers say that the length of videos will adapt to meet advertisers’ interest in audience video snacking behavior. “Advertisers will want shorter videos and they will offer shorter ads. They will want share of voice by time watched, instead of impressions,” predicted one publisher.
And, finally, another published observed, “Everything is going to go to private marketplaces and/or real-time bidding. The traditional ad network model is going to go by the wayside.”