From the video publisher’s perspective, content remains king in terms of how video is merchandised and sold to buyers. It’s a meaningful amount according to our recent State of the Industry report which found 86% of publishers package their inventory by content – sponsorships and takeovers were a close second at nearly 50%. However, targeting as a form of merchandising fell significantly shorter.
On the other side of that equation, well over 60% of buyers surveyed for the same report put targeting capabilities at the top of their list of important criteria when placing their video ad buys.
What does this mean? If publishers are equipped with the right tools to sell targeted audiences, there’s a big opportunity for them to ‘close the gap’ in a way that satisfies not only advertiser demand but publishers’ desire to increase revenue and sell-through in the process.