When a media buyer decides to buy online video ad space, she or he is first faced with the challenge of finding where the scalable, high-quality, targeted inventory lives. Is it with the publishers, portals, or ad networks? With experience, buyers learn where the “money card” is, and it’s usually not where they originally thought.
We recently conducted an ad agency survey in which we asked 150 video advertising media buyers where they were most likely to buy video inventory today. In contrast to the display advertising business, in which portals dominate, survey respondents indicated they were much more likely to buy inventory either directly from an ad network (41 percent) or publisher (51 percent) than they were from a portal (8 percent).
Why is this? The reasons are due to key differences between the display and video medium.
To read the rest of the post, visit iMedia
When a media buyer decides to buy online video ad space, she or he is first faced with the challenge of finding where the scalable, high-quality, targeted inventory lives. Is it with the publishers, portals, or ad networks? With experience, buyers learn where the “money card” is, and it’s usually not where they originally thought.
We recently conducted an ad agency survey in which we asked 150 video advertising media buyers where they were most likely to buy video inventory today. In contrast to the display advertising business, in which portals dominate, survey respondents indicated they were much more likely to buy inventory either directly from an ad network (41 percent) or publisher (51 percent) than they were from a portal (8 percent).
Why is this? The reasons are due to key differences between the display and video medium.
To read the rest of the post, visit iMedia