AOL polled 300 premium publishers and found that the majority believes digital video will be their top revenue driver this year. With online video’s rapidly evolving, it can be difficult for publishers to keep up in this category. However, we captured three trends that these publishers consider when looking for ways to capitalize on this major source of growth.
Digital video spend is projected to surpass linear TV over the next three years with some of this money coming directly from TV budgets. Although the migration has been slower than previously thought, younger audiences have shown that their generation prefers digital video to linear TV, so marketers will be forced to transition to remain relevant with their audience.
The second trend for publishers is outstream video, which lives within text content. This format does not require publisher video inventory and it allows the publisher to monetize video and provide new revenue streams. Platforms like Giant Media, Teads, and AOL enable publishers make the most of digital video advertising by assisting publishers monetize inventory on their sites.
Allowing viewers to skip videos is a dying trend as just a handful of sites today feature skippable video ads. Not allowing these ads to be skipped will greatly benefit publishers and advertisers for several reasons. Publishers cannot afford to have their ads skipped as video ad inventory is typically low and for many publishers, skipped ads means that they do no charge advertisers.
Keeping up with these three trends(shifting TV budges, outstream, and the decrease of skippable video ads) will help publishers stay on-top of the video opportunity available to them.