Future of advertising for video publishers has been saved
Perspectives
Future of advertising for video publishers
Technology innovation fueling digital video advertising trends
Underpinned by technology advancements, changes in consumer preferences and the advertising market are putting economic pressure on video publishers. How can publishers keep up as they race to develop programmatic systems, target consumers, and chase premier content?
Future of video publishing and implications on core monetization models
Five immediate priorities
To evolve with consumer preferences and technological capabilities while optimizing profitability, sell-side video advertisers should prepare to strategically refocus their business on digital capabilities. This is not an overnight solution. One can equate it to being asked to build a new plane while still flying the current one—all while meeting quarterly revenue targets and margin goals.
To optimize digital transformation efforts in the near term and for the long haul, publishers should consider the following immediate actions:
- Evolve the advertising sales operating model to align more closely with the media buyer.
- Reduce complexity by simplifying the product portfolio.
- Implement pricing analytics capabilities to maintain value.
- Manage audience data more effectively and tie demand-generation efforts to key segments.
- Focus technology efforts and employ a flexible, service-oriented architecture.
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