It has taken a long time for advertisers to accept that video could be bought like television rather than on the basis of click-throughs, the antiquated metric they were accustomed to in display advertising (and which doesn’t work anymore anyway).
What does this mean? For the industry, it means that digital video advertising has finally come of age. For ZEDO, among other things it means we’ve developed an SDK for our ZINC clients that will allow a video ad to play when a user closes or minimizes an app. It’s an entirely new format that won’t interrupt the use of the app itself, but will be a new form of in-app, or perhaps better called “after-app” advertising, and it will be acceptable to new privacy standards because when a user chooses the free version of an app he or she implicitly consents to view advertising.
ZEDO’s new SDK can also layer on location-based information to make the targeting more precise, and further layer on contextual data. including negative keyword exclusions. The format delivered is a highly targeted, non-interruptive mobile video ad for our ZINC buyers, who are letting us know that they want something beyond pre-roll — something that will let them contact an audience that isn’t viewing video sites. They’re blown away when they see these new formats.
For the past year on both the ZEDO and the ZINC sides we’ve focussed all of our R&D on video and mobile video, because there are many problems left to solve in the mobile video advertising arena before video advertising becomes as exciting and effective as TV advertising has been for the past fifty years. I’ve often reiterated that I thought online advertising could be as good an experience for the viewer as TV, and 2014 is the year in which this will come to fruition.
However, I’m not sure I predicted the speed of the shift to mobile. The Consumer Electronics Association’s December survey revealed that 80% of new buyers opt for a smart phone.
In the mean time, on the ZINC side, we have launched an “automated buying” platform, through which agencies can buy automatically without buying “programmatically.” There’s a real difference between those two ways of buying, and while programmatic buying often means a loss of control, automating the buying process can be a time-saver for media planners and still let them keep control of where and how they buy.
It is going to be a super 2014, and we’re ready to get back at it.