Thought Leadership

Video Here, There, and Everywhere

January 31, 2018
By John Peragine, SVP Head of Video

By now we know that consumers are cutting the cord, ushering in a whole new wave of digital viewing options. Video is used by everyone, everywhere, on nearly every screen. We’ve seen it move from mainstay television to laptops to mobile phones; now it’s taking over subway stations, bus stops and wearable devices.

So which screens are next? As leaders in digital video, we’ve identified seven important trends that every digital advertiser should pay attention to in 2018.

Digital video goes to prime-time. As more people cut the cord, streaming video consumption will continue to shift away from linear tune-in to streaming video like OTT (Over-the-top) and connected TV. For buyers, this not only introduces a new way of thinking about video, but it addresses a growing demand for better campaign management. We expect this year’s TV upfronts will see a seismic shift away from linear television to more addressable options that give buyers greater access to premium inventory during video prime-time.

Video makes its way to the header. As more publishers break the waterfall model with advanced server-side header bidding solutions, we fully expect video to follow suit. The advent of header bidding promises a unified auction for tens of thousands of advertisers looking to buy video inventory through programmatic channels. This year, we expect more and more publishers to make video inventory available via header bidding, giving buyers greater access to coveted inventory traditionally reserved for direct sales.

Guaranteed audiences. We know that video inventory is already traded and transacted in a Private Marketplace (PMP). In 2018, we expect PMPs to evolve into more curated offerings where buyers will have opportunity to buy into specific segments and packages (like high viewability or demographic). Meanwhile, the rise of audience data will provide more opportunity for buyers to tap into guaranteed PMPs (gPMPs) that combines the certainty of direct deals with the advanced audience targeting of programmatic.

Videos get vertical. In today’s mobile world, the shape that we see most is a vertical one. Everything from email to word docs to websites are being viewed on an upright, mobile screen. That’s why publishers, advertisers and app developers alike should look to integrate an experience that is purpose-built for the mobile ecosystem. With vertical video, advertisers can take advantage of all four corners of the screen and compliment the scrolling experience with short-form ads — as short as six seconds! — that are seen, remembered and acted upon.

Rise of Digital-Out-of-Home video networks. The ability to target across platforms is proven to deliver heightened brand awareness and a relevant consumer journey. With the rise of DOOH (Digital-Out-Of-Home) networks, now advertisers can run multi-platform campaigns that move with the viewer from digital billboards to elevators to jukeboxes. Not only can you reach your audience exactly where they are, DOOH presents enormous opportunity to leverage exciting and creative new formats.

Audio is the new video. With the rise of on-demand and on-the-go streaming services like Spotify and Stitcher, it’s no surprise US adults spend more time listening to their phones than using social networks. For brand marketers looking to tap into audio inventory, video is a popular and cost-effective way to reach the connected consumers in a sensory-specific environment. Consider running your ad via programmatic means to make the most of each dollar spent.

The fastest route between two points is a straight line. Saving time and eliminating arduous steps is crucial when working in an upfront scenario. For advertisers looking to plan, discover and activate media, the ability to automate a workflow is vital. Simplify and streamline the process by integrating video planning with billing systems. At Rubicon Project, we partner with MediaOcean, Strata and Ad Dazzle, who leverage our system for a seamless end-to-end transaction that integrates all cross-channel advertising into one convenient hub.

Heading into 2018, we expect more marketers to streamline internal advertising channels, while strategically optimizing the numerous video platforms that have taken over our everyday lives. And as old viewing habits continue to diffuse, we not only should anticipate — but be ready for — the new ways to watch video here, there, and everywhere.

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