The Promise of Premium Inventory: Is It Worth the Cost?

In today’s quickly moving and still-growing world of digital video advertising, Marketers are faced with difficult trade-offs when it comes to inventory selection. Given a set budget, should they buy fewer impressions on higher-priced premium inventory, or should they buy more impressions on lower-cost, long-tail inventory? The allure of premium or full-episode player (FEP) placements is strong, but is it worth the cost markup?

Connected TV Advertising Is Growing… And It’s Not Stopping Anytime Soon

In our new Q4 2017 TV and Video Market At-A-Glance Report, it was revealed that since 2015, there has been a 175% increase in the amount of ad requests for Connected TV in the Videology platform. This isn't surprising to the many Advertisers already employing advanced data strategies to drive greater results in their linear TV advertising.

Challenge, collaboration and confidence

The Future TV Advertising Forum has finished and once again we saw the great and good from global TV businesses gather to discuss the current landscape. Over the two days we heard presentations and discussions from broadcasters, agencies, clients and tech companies. For simplicity I can summarise the key themes under 3 c’s.  

Bravery favours the simple

More often than not, the rush to the shiny and the new can have the less favourable effect of making things too complex. With marketing plans supporting a more diverse array of roles, fulfilled by ever more partners, it’s easy to fall for yet another ‘cool’ new idea or initiative claiming to lead to growth when its presented under the guise of bravery. 

Taking decisions to strip out all that complexity took bravery. 

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