Why the future of programmatic video is cross-platform

The Drum 02 Dec 2019 01:00
Today header bidding capabilities in digital video – and in CTV especially – are nascent.

2019 was a strong year for video – with global viewership growing YoY by 7.2% across all digital video channels to 2.63B according to eMarketer. And with $37.5b pouring into digital video advertising (Zenith), it shows no signs of slowing.

However as the format continues to steam ahead, there will be a marked change in the way we consume it. Viewer growth, engagement and ad spend on digital video on desktop and mobile apps are all expected to plateau in the next few years, as emerging formats like OTT and CTV gain a larger foothold.

With the proliferation of screens, devices, platforms, and methods of video content distribution (digital, linear, VOD, streaming apps) the options for how, what, where, and when to consume video content are vast.

As we see the choices for how we consume content grow, and the gaps between where consumer time is spent with video content begin to close, and the task of how to effectively retain audiences (for publishers) and how to efficiently reach audiences (for advertisers) becomes increasingly challenging.

For publishers, video header bidding is the next big win. Just as the introduction of header bidding to display brought huge publisher gains in monetization and workflow, we can expect to see the same for video. But programmatic video monetization has unique challenges vs display, especially as it pertains to video player errors and latency.

Successful partners are those who can provide the teams, tools and tech to help publishers capture the yield and revenue benefits of across all addressable digital video content: desktop, mobile web, mobile app, OTT and CTV.

But key challenges exist:

Creating addressable audiences across platforms and devices (omnichannel) requires a multiple pronged approaches. Today no-single solution exists for the open-internet. But a balanced approach incorporates both probabilistic and deterministic methods to solve for identity.

The same challenges and questions around unified video measurements have persisted for years…How do we define what’s viewable? How do we measure attribution across platforms? As an industry, we need to agree on what to measure and how to measure across all platforms.

With efficiency driving consolidation trends, buyers are looking to fewer platforms to better control omnichannel reach and scale and are increasingly favoring single solutions for a holistic audience and investment management.

Jonas Olsen is the vice president of video at PubMatic

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CTVOTTeMarketerJonas OlsenNielsen