20 ADVERTISEMENT FEATURE Brightcove
Words by Mark Blair, SVP international, Brightcove GET YOUR AD GAME ON Optimising content for viewing on any device, at any time and anywhere is becoming the norm, and ads must keep up
optimising the experience for each device that ad content might appear on. There will be opportunities for differentiating the ad experience for each viewer on each device, based on a variety of viewing parameters – time of day, location, content being viewed. If a viewer is watching something in the morning, at a bus stop, they’ll be served a much shorter ad, whereas lean-back watching in the evening is going to allow a very different experience. Advertisers and agencies are increasingly going to have to offer full service digital campaigns. This will involve a sit down with a broadcaster to explain exactly how to run a campaign across different channels, different devices, aimed at different audience segments. The agency of next year will develop the efficiency to operate a campaign across the entire spectrum, and the broadcaster will also have the efficiency to buy into that process with a single transaction.
devices in the home. As the mobile device market becomes saturated, and more and more connected devices enter our lives – assisted by 5G networks – connected viewing of anything, on anything, from anywhere will be the norm. This opens up more and more opportunities, and challenges, for online video advertising. In the new landscape, traditional advertising will be entirely digital advertising. We won’t even think of it as ‘digital’ per se. It will all be digital, and fully addressable. Content will be pushed to any device and it will be single technology that’s delivering both the content and the ads.
MARK BLAIR: Video advertising strategies are going to have to be more nimble and of higher quality than ever before
report last month from the Interactive Advertising Bureau said that almost 60% of advertisers’ digital budgets are being allocated
to video, and half of those ad buyers plan to increase that video spending in the next year. The video advertising landscape is always evolving. As handheld devices become the default means of accessing content worldwide, mobile video advertising will be rising to the top of the heap, and video advertising strategies are going to have to be more nimble and of higher quality than ever before. We are moving towards a video landscape which will be dominated by connected
THE RIGHT AD TO THE RIGHT PERSON
We are at a point where technology is allowing us to target advertising with tremendous precision. In the coming years, serving ads will be less a matter of sorting out the right technology to use, than of
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