Future of Video Advertising Depends on Collaboration
The Digital Production Partnership (DPP), the media industry’s international business network, released a new report to its members recently about discussions held by 20 senior leaders at IBC (International Broadcasting Convention) on the future of video advertising. The report explores the challenges to the advertising model around video content as both advertising and video move online, and increasingly to mobile. It concludes that a series of new, collaborative relationships need to be built if the historically close relationship between advertisers and content makers is to be successfully reshaped.
The report comes from a private executive dinner hosted at IBC2018 in Amsterdam by the DPP and DPP Member company Mindtree. The guest speaker at the dinner was Lindsay Pattison, Chief Transformation Office, WPP and GroupM. The dinner was attended by 20 senior executives drawn from across the media supply chain.
“Advertising models still have a very strong reliance upon linear TV at the same time that advertising, video content and consumer behaviour are all shifting online,” says DPP Managing Director and author of the report, Mark Harrison. “The question is; will a whole new advertising model around online video be formed, or will we see a brand new commercial model emerge?”
There was a clear sense among the senior leaders that if the supply of high quality video content is to be maintained, then brands, producers and consumers all still need each other – perhaps more than they realise. Among the many themes discussed at this special session were the need for:
Reliable and standardised metrics for video consumption, across all platforms.
Greater brand safety for advertisers in the online environment.
Video content and advertising more finely tailored to specific platforms, screens, environments and demographics.
Greater collaboration between advertisers, broadcasters, major online platforms, and technology providers.
“At Mindtree, we work with clients across various industry segments, but we see the work done by media organisations and technology companies as among the most cutting edge,” said Mindtree Account Director Durga Prasad Madaram. “The innovations that take place in the media sector around advertising will have enormous synergies and significance for other industries. That’s what makes leadership discussions such as these so valuable.”
The IBC executive dinner formed part of the DPP’s AT HOME series of invitation-only events for leading subject matter experts. The next DPP AT HOME event will take place in early December and will explore how artificial intelligence and machine learning are making real impacts on the professional media sector.
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