Quite predictably, the industry experts have been lately sharing their predictions on what to expect across the video advertising landscape this year.
Well, here are the three biggest video ad trends to watch out for in 2018.
Ad Buying Approach: Programmatic
Quite obviously, programmatic will remain the top video ad buying approach in 2018, much due to higher transparency it can provide to all parties involved: publishers, advertisers and ad networks (including DSPs and SSPs).
In this respect, given a set of issues, related to the adoption of ad waterfalling approach, we should expect the wider adoption of video header bidding by publishers, looking for ways to sustain and elevate their video ad revenue.
Video Ad Format: Outstream Video Ads
According to 2018 forecasts by AdPlayer.Pro outstream platform, the market share of outstream video ad format is likely to increase further this year, mostly due to their being exceptionally viewable without being too intrusive to user experience.
More importantly, as the experts admit, the use of outstream video ad formats can help brands cope with the continuous digital video supply shortage.
Video Ad Creatives: Short Video
As the IAB research reveals, well-targeted short video ad creatives (10 second video or shorter), will be the best choice for driving maximum viewer engagement among Millennials (aged 18–34), especially on mobile.
However, this doesn’t mean the longer, 30 second videos are growing useless for brands. In fact, these remain an effective medium to engage and persuade older customer segments (aged 35+), deliver complex information pieces, etc.
by Andy Donovan