3 Predictions for Native Video Trends in 2017
By David Kashak
David Kashak, founder and CEO of Connatix, lays out his predictions for native video in 2017, including solving the viewability issue, the death of in-banner video and the migration of ad budgets to mobile video
Autoplay video gained a great deal of traction in 2016. In retrospect, this was in large part due to Facebook and their introduction of autoplay video into news feeds. As users grew accustomed to this on the social networking platform, publishers decided to adopt autoplay video within their own websites. Already wrestling with viewability concerns, advertisers learned quickly how to tell their stories without sound and within 3 seconds of a video coming into view. These are several overarching trends we’ll see evolving in native advertising during 2017:
Solving the viewability problem
Looking forward to 2017, the ad tech industry will collectively solve the viewability problem. Advertisers get little to no benefit from video that is not in view. In order to address this issue, publishers will allocate placements with higher viewability rate for autoplay video, allowing them to charge premium prices for these placements. Programmatic buying tools have created greater transparency as to which ads are viewable and which are out of view, which is helpful because advertisers get little to no benefit from video that is not in view. With this knowledge, advertisers can better allocate their funds, and publishers can accrue more for prime placements to facilitate this transaction. Ad tech companies will have to step up and provide publishers with a smart player functionality that will guarantee viewability.
Death of in-banner video
In-banner video is hated by everyone because it creates a heavy load on the page and crashes browsers, which creates a poor user experience. For advertisers, there is no real value due to banner blindness. Google was the first to recognize the issue banner videos are causing to the user experience and recently announced that they will block Flash from autoplaying on small players — less than 400 pixels. Additionally, advertisers are now increasingly requiring that their ads play in medium and large players. With Google cutting off supply and advertisers reducing demand, in-banner video is effectively being suffocated to death from multiple fronts.
Budgets will move to mobile video
The trends are clear: users are consuming more content on mobile as well as spending a great deal of time on their mobile devices. To account for this uptick, Apple and Google will allow autoplay video to play on Safari and Chrome respectively. Advertisers have recognized that mobile is the best place to reach their desired audience. According to Zenith, brands will spend close to $100 billion on mobile advertising, seeing a growth of 46% this year, followed by 29% growth in both 2017 and 2018.
Read the article on MarTech Advisor