This is a trend that has been goingon for some time, but we will continue to see more marketers getinto original-content production. Where once only automotive andlarge consumer-packaged goods providers dared play, we will seeeducation, finance, credit, insurance, telecom and several otherscreating branded integration that not only makes the industry morerobust but also introduces challenges and standards for successfulcampaigns.4.
Pre-roll and broadcast interstitial inventories merge:
Foragencies, the distinction between online video content andtelevision content
will become less pronounced. With Nielsen’s
announcement of measurement service Extended Screen, whichcreates a single C3 rating across TV and online channels, expectbudgets to start flowing much more freely towards pre-roll.Unfortunately, it also means ad loads are going to increasedramatically
the other requirement of the merged measurementstandard.5.
Dramatically increased ad load:
With video-ad viewershipgrowing faster than video viewership
128% versus 97% year-over-year, according to FreeWheel
and budgets increasing at a
similar rate from a larger base, we’ll see an increased ad load on
sites such as Hulu, CBS, NBC and other television-centric onlineproperties. However, even YouTube will begin to see significantlyincreased ad loads as it shifts focus more toward prosumer contentchannels (see below).6.
Publishers are going to finally focus on video:
Even today, mosttraditional online publishers are still focused on expanding displayinventory over video inventory. As pre-roll demand grows andsales commission for direct-sold video inventory increases in