Agency + Industry / advertising

Planning for Video Today Means Planning for Video Everywhere

The propagation of screens into all aspects of everyday life, both inside and outside the home, presents opportunities and challenges for media companies, agencies and brands.

Video access and choice have never been more fragmented.   Think about that for a minute. 

Video content is not only available on your television through a cable or satellite subscription, but connected TV technologies like Apple TV or Roku boxes, gaming consoles and digital devices, PCs, tablets, and smartphones are all becoming more viable and widely used access points.

The latest buzz word to help solve for this rampant choice is cross-screen advertising: an evolving marketplace that relies on technologies that follow consumers through unique ids across digital devices. These include smart TVs (and, in some instances, your cable box), tablets, smartphones and PCs.  The promise is a way to monetize content and provide scalable targeting.

While it sounds great, availability and scalability are very limited, and the definitions of cross-screen advertising vary depending whom you speak with.

Make no mistake: The promise of video content monetization is real, but as marketers, we have to plan in a purposeful way.  Look beyond the buzz to identify media habits, economic trends, seismic shifts in media consumption that are cause for change, right?

Well, a storm is slowly brewing.

Traditional television viewing is eroding and ratings are consistently down.  Subscription services like HBO are now offering online-only solutions vs. a pay model that lives behind your cable provider.  Netflix, Amazon and Hulu –all  clamor for our attention.

And let’s not forget other video content, whether it’s branded or non-branded, available across the YouTubes and Facebooks of the world. Google (YouTube’s parent) and Facebook are making huge investments in their video infrastructure to support demand.

If you read between the lines and look at TV specifically, it’s more erosion through cannibalization.  TV viewing overall is up.  Yet, how can that be?  It’s simple — online and mobile viewing are exploding!

Mobile TV viewing is up 50 percent Y2Y according to Nielsen, and overall online TV viewing has never been higher. Couple this with the growing adoption of connected TVs and gaming consoles as alternative viewing environments, and it becomes more apparent that planning for video today is truly planning for video everywhere.

So what should we do?  Adapting to the changing landscape means marketers must be more reliant than ever on customer research, analytics and insights that can provide the knowledge.  This leads to building more dynamic customer profiles, frequently refreshed to align with changing media habits and technology innovation.

The fact is cross-screen advertising will catch-up, and it’s a buzz word we should all be familiar with and planning for. Video everywhere is a real prospect – one we shouldn’t take lightly.