CMDC Media Digest, 2015-2016
ONLINE VIDEO Online video has seen explosive growth in Canada driven by increased broadband speeds massive mobile device adoption and the emergence of new distribution platforms like social media and smart TVs Marketers have embraced this shift as an opportunity to reach the one in seven Canadians who no longer pay for a TV subscription and other light television viewers with their carefully crafted video creative However the medium still faces several challenges that constrain its ability to capture a greater share of ad dollars Not all video is created equal The quality of online video content varies far more widely than traditional televisions Advertisers have begun to rethink the balance of premium to longtail content driven in part by concerns about brand safety and viewer engagement Major players like AOL Yahoo and Google are addressing these concerns with a push to develop a separate tier of premium original content The debate on video measurement continues Standards for counting video ad impressions remain inconsistent and generally low Video on social media has tremendous potential with Facebook alone serving four billion videos per day globally in the first quarter of 2015 The value of these impressions however is less certain How do advertisers compare the value of an impression based on a minimum of three seconds of silent autoplay to a completed user initiated 30 second ad To be fair though while we are all having good debate about video metrics television is just beginning to look beyond diaries and meters to set top box data Mobile changes everything Audience measurement for online video remains incomplete Mobile devices have become a key video platform for many consumers yet the current industry data only tracks PC based viewing True cross screen viewing data would allow online video to show its true scale and position itself as a single advertising platform 95 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL
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