We are delighted to announce the release of the second in a series of three Mobile Point of View (mPOV) studies, Delivering on the Promise of Mobile Video. The paper breaks down the current state of mobile video within the greater context of digital media and the role of key stakeholders, including publishers, buyers, technology partners and media consumers. The digital media industry faces an array of challenges in mobile video:
- Advertisers’ Demand for Inventory Outpaces Publishers’ Supply: Premium publishers are increasing their investments in video, developing more sophisticated strategies and placing video content in more prominent locations. These efforts aim to generate more quality video inventory for brand advertisers and better experiences for consumers.
- Lack of Recognized Industry Standards and Metrics:
Due to the budding nature of mobile video, major disparities exist in standards including pricing, metrics such as viewability, and what constitutes a video ad. Mobile video formats extend beyond pre and post-roll clips on webpages to include in-app ads, auto-play ads within newsfeeds and new formats that might emerge tomorrow. By eliminating manual direct sales and implementing programmatic strategies, publishers can increase transparency in pricing trends and viewability metrics and will strengthen buyer confidence.
- Cross-Platform Complexities in Buying and Management:
These challenges emphasize the need for publishers and buyers to move away from siloed tools and toward marketing automation platforms. This will result in a more unified view of the consumer for brands, and publishers’ ability to analyze, package and uncover hidden value in their inventory.
We hope you find this report to be informative and thought provoking. Please feel free to reach out to discuss the report with your PubMatic sales representative or contact PubMatic and someone will follow up.