Now that video content is being consumed across any number of screens and served through all types of platforms, there’s a need for consistent video advertising throughout. Until recently, the kinds of content being streamed online and via mobile were two completely different animals. And television content was considered totally separate even from those.
With the boom in streaming video content, however, there’s now a call for standard ad formats for video content across screens. A large part of the media industry is now focused on efficiently distributing campaigns across platforms. Ad buyers and media planners need to find a way to not only effectively measure cross-screen campaigns but to effectively implement those campaigns as well.
Closing the Gap Between Screens
For ad sellers, the focus is on creating value for the advertiser through their channels. As more and more consumers shift their viewing from the traditional TV set to digital streaming or mobile viewing, networks and broadcasters need to be able to accommodate advertisers’ needs when it comes to streaming and TV Everywhere, not to mention creating opportunities for themselves to more efficiently monetize inventory.
Today’s ad technology is helping close the gap between screens. Programmatic and automated ad buying has proven its worth for both buyers and sellers when it comes to streamlining processes and boosting ROI. The problem is that each programmatic platform and each distribution channel uses completely different ad formats, and if an advertiser wants to get their campaign on air for television, digital, and mobile screens, there’s a lot of redundant work involved in transcoding a video from one file format into another.
In a recent AdExchanger article, Videa’s Brad Smith argues that the next step in widespread adoption of programmatic technology will require that the industry adhere to a set of standardized guidelines. Those programmatic rules were recently laid out by the Association of National Advertisers, and the 4As have now joined the push for standard ad formats as well.
A recent article in MediaPost even argues that these types of standard ad formats aren’t too far from being realized. The ultimate goal is to create one or two formats from which all transcoding of video assets for multiple channels can be done. This framework will help to smooth over any discrepancies in format, thus streamlining processes and workflows. Additionally, the standardization guidelines will enable advertisers to measure and optimize campaigns using one universal measurement across screens.
Increasingly, the industry is shifting away from differentiation between TV, online, and mobile advertising. Striving towards standardized video advertising practices is the only way for buyers and sellers alike to keep up with consumer demand for omnichannel content.