As I wrote last week and previously, the TV industry is in a race to data enable its ad inventory to retain its value relative to online video alternatives and platforms like Facebook and Google that provide audience data at huge scale. Many technology providers are innovating to provide the software tools necessary for the TV industry to make this transition and the latest example is from clypd, which yesterday introduced Optimize Private Marketplace (PMP), which adds to existing features in clypd’s linear TV PMP offering.
Mobile video is growing fast, but monetizing it fully is a work in progress. At the recent Video Ad Summit, participants on the “Capitalizing on Mobile as the First Screen” session included Justin Fadgen (VP, Business Development, Beachfront Media), Kevin Hein (U.S. Industry Lead, Technology and Telecom Vertical, Facebook), Manny Puentes (Chief Technology Officer, Altitude Digital) and Blake Sabatinelli (GM, Newsy) with Anna Bager (SVP, Mobile and Video, IAB), moderating.
Particular challenges for mobile video that the panelists raised included ad/video load times, a limited window to gain the viewer’s attention, standardized measurement, consistent user experiences and the growing role of data. The panelists also discussed the opportunities and challenges around distributed video models on social platforms and how much effort is required to optimize each, among other topics.
The conversation balanced perspectives from the advertiser, publisher, platform and technology perspectives really well. Mobile video has gained a lot of usage, but it’s clear that it’s still early days in fully monetizing it.