Brightcove and TubeMogul recently released a study showing that more online newspapers are utilizing video to compliment their content. The study reveals that usage has soared to 65% in the second quarter due in large part to the BP oil disaster coverage.
This shouldn’t come as too big of a surprise. If you’re like me- short-form video is already huge part of your daily online news consumption. The fact that usage and publisher adoption is on the rise is not ground breaking news. The more interesting piece of this study is the global survey of brand managers. The survey found that 60% of respondents said they plan to invest more in online video in the next 12 months. Additionally:
More than 65% of brand managers indicate that the primary focus of their online video initiatives is awareness, followed by lead generation (21%) and ecommerce (12%). 70% of respondents said they plan to add mobile video to their marketing mix in the next 12 months.
Now you’ve got my attention. More and more media buyers are looking to video solutions to increase brand awareness. Publishers need to recognize where the money is moving and adjust accordingly.
But I believe it is bigger than just video. It’s rich media in general. Videos, expandables, overlays, push downs, floaters, etc…. media buyers are gravitating towards high-impact placements. Their challenge is finding scale for these initiatives. Working one by one with individual publishers to coordinate and execute these rich media enabled campaigns can be a nightmare. Especially when it comes to home page takeovers/exclusive positioning. To avoid this pain, traditional media buyers at agencies will often turn to DSPs and their own in-house trading desks to find increased reach and automation.
But automation of rich media has proven challenging as well. It’s tough to find one massive pool of brand safe, rich-media enabled publishers within the various exchanges and aggregated supply pools that DSPs tap into today.
Enter PubHelix. Enter newspapers. We believe that yield optimization and automation does not have to (nor should it) stop at banners. It needs to extend to homepages, video players, and all the areas in between. This is why our #1 priority at this stage in our business is aggregating a pool of rich media enabled publishers and positioning them in a single marketplace where they can take advantage of these high-impact rich media budgets agencies are struggling to fill. Please contact us for more info on how to get involved.
