Analysis for 'Millward Brown'
Thursday, August 13, 2015, 11:04 AM ET|Posted by Will Richmond
Watch an ad longer and all kinds of effectiveness measures should increase. That’s a pretty bankable assumption. But in a world where viewers are going to great lengths to avoid ads, just getting them seen and paid attention to have become huge challenges. For example, earlier this week a report from Adobe and PageFair estimated that publishers are now foregoing $22 billion per year due to increased use of ad blocking software.
All of this has triggered a range of new video ad approaches to deliver improved monetization. One of them is “outstream” video ads, where the video ad plays outside of the video stream, instead running in a text article, newsfeed or slideshow, as opposed to instream (i.e. pre-roll, mid-roll or post-roll). I’ve been a fan of outstream ads for a while as I think they unlock lots of new premium inventory for publishers while balancing the viewer experience.
Video Research Around the Web
- U.S. SVOD Revenue Spiked 39% in Q3 to $5.5 Billion Next TV
- What Are Consumers Willing To Pay For Ad-Free TV Content? Mediapost
- What Streaming Wars? Five Services Control 83% of Connected TV Viewing Next TV
- PwC Study: Global Media, Entertainment Revenues To Sink 5.6% in 2020 Mediapost
- What the world watched in a day Think with Google
- U.S. Streaming Minutes Up 85% From Late March Through Early June Mediapost
- Two-Thirds Of Ad Execs Anticipate Lower 2021 Ad Budgets Due To Pandemic Mediapost
- HBO NOW Streaming Data In Wake of COVID-19 HBO