video advertising

UK and US (Online) Publishers Agree: Video is Where the Money is – via Digiday (source: AOL)

AOL polled 600 publishers across the U.K. and U.S. in May – 300 in each country – to gauge what the core issues are on either side of the pond.

Most U.K. and U.S. respondents picked video as the No. 1 revenue driver for 2017. More than half of U.K. publishers and 56 percent of American publishers cited better-quality creative as the primary driver.

One priority for both American and British publishers is off-site monetization. A full 86 percent of U.K. publishers rely on third parties – namely Facebook and Google – for a quarter of their traffic, according to the report.

Most publishers (85 percent) in the U.K. have seen up to 50 percent growth on mobile revenue in the last year, though that’s likely to be from a low base. More than half (55 percent) of U.K. publishers cited ad blocking as the biggest barrier to mobile growth, compared to 49 percent in the U.S.

Access full article from Digiday

Despite Obstacles, Programmatic Video Advertising Maturation Advances

The adoption of programmatic video advertising is expected to grow rapidly over the next 24 months, according to this article, which summarizes some of the conclusions from the eMarketer report, “Programmatic Video Advertising: Poised for Rapid Growth Despite ‘Premium’ Holdouts.”




Programmatic ad dollars will account for only 39% of total US video ad spending this year.  However, growth is expected as a result of better ad quality and an increase in premium inventory.  Current concerns with audience identification, targeting and measurement also need to be resolved.

This article presents eMarketer’s forecast of a triple-digit jump in US programmatic video ad spending in 2015 and a further 84.5% increase in 2016.  By 2017 the portion of programmatic digital video ad dollars will move closer to the broader average for programmatic activity (72%), accounting for 65%, or $7.43 billion.

See all 5 Cups articles.