Today’s television channels are quite surf-friendly and precisely opposite to them are the online and mobile videos that present more of a foraging experience when considering content discovery. Online or mobile videos always require the viewer to know what kind of content they want to watch and where to find it. In contrast, new user interfaces and content personalization are helping the transition of videos from a lean forward experience to a traditional TV feel in turn, increasing the viewer engagement exponentially leading to new a new arena of video monetization opportunities.
The evolving discovery and recommendation technologies for videos have allowed the service providers to introduce a higher level of passive experience across all devices. The provided navigation ease, sums up for a stickier viewer experience and prolonging viewer engagement, in turn increasing revenue opportunities for the providers. As reports suggest, the content offering by a discovery engine that on a personalized basis recommends video, as often as 50 per cent of the time the consumers view the new content. Personalization not only shells more video views, increasing the potential ad impressions but also it helps retaining the consumers for more time in the site- increasing loyalty and engagement.
Support extension- Facebook LiveRail
Recently, Facebook put a keynote on its video ad monetization scheme at its F8 developer conference. It announced that its ad tech platform for the publisher videos, LiveRail, will soon offer support to display ads along with video in the mobile apps. LiveRail is anticipated to power the native ad formats along with standard display placements. The audience network alongside highly performing ad formats and access to two million advertisers is efficiently integrated to this platform. The LiveRail ad exchange offers extra ad space, but until now it had dealt with videos only. With the implementation of the new scheme, it will also allow the publishers to mix in mobile display ads.
The mobile-first strategy
The screen-size of the video-viewing device has democratized as the viewers are no longer considering the TV as the only medium for viewing long-form content. Screen size has become another non-issue for the viewers, along the non-issues including scheduling and location.
Around 60 per cent of the time, people spend watching videos on tablets for approximately 10 minutes or above. In comparison, connected televisions have identified this as 43 per cent, which is slightly higher than mobiles (37 per cent).
In terms of the kind of content a customer demands, access to premium fare from TV content broadcasters appears to be of significant interest to the mobile users. This depicts the potential of building content strategies around mobile for the programmers as the mobiles continue to grow faster than any other option of video viewing.
Rising digital video spends
The market conditions have pushed the advertisers towards shifting their money to online ad units and certainly, it’s paying off. Mobiles are anticipated to be the highest driver of digital video ads spent over the coming years.The ad revenue for mobile videos is expected to grow thrice faster than the desktops by 2020.
Advertisers are heading towards video ad spots, owing to the fact that video viewership have increased on the mobile devices. Also, some of the operators have initiated tactical steps in order to address the broad consumer trends resulting in the growth of mobile videos such as creating better user interface, pushing contents over the top and thereby improving mobile monetization. However, the industry still lags in the execution of mobile initiatives in a large part of the world.
