All marketers understand that most of the dollars for video advertising go to TV. But more and more money is being invested in online video: By 2016, digital video spending is expected to be double what it is today. Buyers who bought digital video placements last year intend to spend significantly more this year for a simple reason: It’s working for them.
Extreme Reach’s CMO, Robert Haskitt, discussed this trend at last month’s Digiday Brand Summit. He put forth two ideas to better take advantage of this upsurge in digital video. First, spreading video across multiple publishers, DSPs or networks can make it hard to compare campaigns. Haskitt said that the solution is to centralize execution and measurement so that you can look at the results side-by-side.
Second, rather than centralizing digital video on the same platform as banner advertising, put it with television. The two have much more in common, and 90% of digital ads also run offline on TV. Using Extreme Reach’s platform, it would be easy to compare results across these two media.
See full video of his talk below:
Image via Shutterstock.
More from Digiday
TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.
‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices
While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.
After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.
Ad position: web_bfu