The Future Of Video: How To Succeed Across All Platforms

The Future Of Video: How To Succeed Across All Platforms
SHARE
THIS



A changing video landscape means advertisers need to rethink how they approach the medium. In this piece, PubMatic vice president of video Jonas Olsen [pictured] shares his thoughts on all things video.

Even after all these years, video is still growing. Year-on-year viewer growth across all digital video channels has been 7.2 per cent this year according to eMarketer. And with $37.5b pouring into digital video advertising (Zenith), it shows no signs of slowing.

And while video continues to grow as a medium, the way in which it is presented is in a state of massive flux.

Video is still largely defined by siloes, whether that be OTT, CTV, desktop, mobile or mobile web. As a result, ads are being bought in these same siloes.

But with the proliferation of screens, devices, platforms and methods, these siloes are beginning to be removed, meaning future of video is going to look very different to how it looks today.

In the coming years, we will start to see a shift, where all video inventory is bought programmatically, in a way that allows advertisers to measure across offline and online.

While server-side header bidding solutions for video are only just starting to come to the fore, they have already been billed as a way to boost the monetisation of video.

Embracing the opportunity

At PubMatic, we see the evolution of video as an enormous opportunity for publishers and buyers alike.

That’s why in September we expanded our header bidding solution OpenWrap to support OTT and CTV, making it the world’s first true open source server-side header bidding solution that works with all platforms.

For buyers, this allows them to reach consumers across a host of different platforms, while for publishers can now monetise all of their assets.

Not only does it simplify workflows by managing omnichannel programmatic inventory in a single wrapper, being built on open-source, there is no bias in options.

This also means it is constantly being improved and updated as the market continues to evolve.

Open-source also brings a sense of transparency – something which has eluded the ad tech market for too long.

The identity factor

Along with header bidding, identity solutions will also play an important role in the future of video.

Identity solutions are a way for buyers to reach consumers and for publishers to be able to monetise the data they have.

They also provides alternatives to the ‘walled gardens’ that occupy so much of the market.

That’s why we are taking an agnostic approach to existing ID solutions – to give buyers as much choice as possible.

Ensuring ROI

PubMatic has traditionally been a publisher focused business – building products and solutions that help our publisher partners monetise their inventory so they can continue to produce independent quality content for their audiences.

But increasingly we are speaking to the buy-side as they focus on supply path optimisation and driving efficiency for their clients.

By delivering increased efficiency and more quality working media for buyers, PubMatic is able to offer buyers better ROI on their programmatic investments, which ultimately benefits everyone involved.

 

Please login with linkedin to comment

omnichannel pubmatic Video

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]