Lack of video inventory and concerns about quality the main constraints as video growth surges
L:R Adapt.TV’s Mitch Waters, GroupM’s John Miskelly, News’s Cameron King, Cadreon’s Jessica White and IAB’s Alice Manners.
The ongoing lack of premium inventory and concerns about issues like ad fraud and verification are major factors constraining the growth of video in Australia, the industry has been warned.
Speaking at today’s launch of the second annual State of the Video Industry Report, John Miskelly GroupM’s head of digital, told the audience: “We have to be singularly focused on increasing the number of streams that is the absolute number one constraint on our market.”
The declaration comes at the Interactive Advertising Bureau (IAB) report found that there were still major shortages on video inventory, particularly with Australian content and long form content, while two third of media buyers surveyed also expressed concerns about quality control on video around the issues of viewability, ad verification and fraud.
while the issues of viewability, ad verification and fraud are real problems this article wraps up why agencies (TD’s) and suppliers aren’t interested in action cos…..
it will place further constraint on inventory. Which they don’t want cos……………………………………….
they can’t get the spend away and make their margin…..
Simples.
Supply vs demand is obviously a big issue, but maybe generating content to house pre-roll isn’t the only way.
Teads.tv has been working with major publishers to provide them with its inRead video format. Whilst generally a consumer is forced to watch a pre-roll to get through to the content they are trying to watch, the inRead format which sits within editorial only plays when more than 50% visible and if the consumer doesn’t want to watch, they continue to scroll.
Forr publishers this has meant that that not only do they increase volumes significantly, they also talk to the issue of viewability as advertisers can be charged only for what has been viewed.
I appreciate this feels a little like a shameless plug for our business, but i do believe a lot of the issues that both publishers are having (supply) and advertisers are having (guaranteed viewability) can be solved through our platform.
I’m happy to share some of the research we have done with Nielsen in Europe that compares user experience between pre-roll and inRead.
Feel free to email me gavin.merwood@teads.tv
Gavin Merwood
@Frank you seem to miss the whole point.
The fact that all the things you mean are major issues is why the agencies & publishers, or at least the smart ones, are putting a big play into brand safe inventory. That is, if I’m a publisher with definite brand safe video, I can charge more for it. And vice versa, if I’m an agency who’s locked up brand safe inventory, I can use it to woo clients.
The only ones who really benefit (mid or long term) out of shit inventory are exchanges who don’t have offices here.