Magazine article ADWEEK

The Revolution Will Be Streamed: Digital Video Is the Cornerstone of Great Brand Marketing Strategy in a Post-TV World

Magazine article ADWEEK

The Revolution Will Be Streamed: Digital Video Is the Cornerstone of Great Brand Marketing Strategy in a Post-TV World

Article excerpt

When six visionary companies and the IAB joined forces for the Digital Content NewFronts in 2013, we had only two fixed ideas. First, video content mattered. Second, everything else would change. We were exquisitely correct.

The growth of the market for ad-supported digital video content--long form and short, scripted and reality based, animated and acted, for gamers, fashionistas and everyone in between--has skyrocketed, validating the importance of something that once seemed internally contradictory: an upfront marketplace for a theoretically limitless medium.

In 2016, according to the IAB Internet Advertising Revenue Report released last week, digital video advertising surged to a record $9.1 billion, a 53 percent year-over-year rise from 2015, making it one of the fastest-growing ad mediums in the U.S. On mobile devices, the increase in video revenue is even starker--up 145 percent year over year to $4.2 billion--and the growth shows no signs of slowing.

It's presupposition about change that's proven most interesting. Many of the trends animating the digital video marketplace were unforeseen by the NewFronts founding partners. As much as we understood the reality of cord-cutting, we didn't predict the degree to which small mobile screens would become such a mainstream entertainment consumption experience--not in a medium that had been trending toward cinematic bigness. Where earlier we may have thought that original digital video content would compete with cable and broadcast TV for viewers, now we see that daring innovations are as likely to come from television incumbents as from Left Coast upstarts.

Thus the most energizing part of shepherding the NewFronts: this marketplace is always evolving. We are thrilled to see longtime NewFronts presenters throw in their lot with the Cable Upfronts; their risk-taking validates the opportunities of cross-platform consumption and advertising. We're even excited by the rise of non-ad-supported OTT networks, for if great original content is to flourish, it will require a variety of monetization models,

Here's just some of what we'll see this year at NewFronts:

Content-rich media companies are increasingly becoming data-rich companies. Publishers are evolving their data and targeting capabilities to offer advertisers and marketers the ability to deliver audiences at scale across the digital and mobile-centric landscape--and consumers expect to access great digital video anywhere, across any number of screens. …

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