It doesn’t take a savant to see that digital video advertising is hotter than an industrial forge. eMarketer estimated that digital video ad spend hit $6 billion in 2014, and spend for 2015 will run somewhere around $7.7 billion. And within that, programmatic video spend will hit $2.8 billion in 2015 (37% of total digital spend) and increase the next year to $3.8 billion (40%). A 2014 industry survey suggested that more than half of digital publishers are making their premium video inventory available for programmatic buying.
Yet, premium digital video is still considered a scarce resource, and it’s arguable that supply is not meeting demand. While many video publishers can sell out of inventory easily through direct sales efforts, any publisher monetizing video must have a programmatic strategy in place considering the serious cash injections the space is witnessing. Beyond that, digital publishers getting their video programs up and running will find that programmatic is a highly effective way to sell inventory, lure in new advertisers and determine pricing.
But where to start? What should you be expecting from a video SSP, and where should you even look? What are the integration requirements? How does this VPAID thing work? Is a unified platform preferable to a piecemeal solution? Are private marketplaces the way or do open exchanges have their perks?
Get on the right path with your programmatic video strategy with the AdMonsters Playbook: Incorporating Programmatic Video.