The Video View

Online video advertising is a growing business that if you belive the predictions should grow incredibly over the next few years. This is a subject quite close to my heart as I have been working in this field for a few years now. I believe that if you combine the creativity and art direction that is very common in high quality TV or cinema advertising with the interactivity, trackability and technical capabilities that good results will follow.

Agencies, publishers and advertisers all want this part of the business to be easy, unfortunately this particular side of the online advertising industry is still somewhat confusing. There are moves afoot to simplify this such as the VAST standard from the IAB. In the meantime suppliers are creating different formats in the hope of finding the right formula, publishers are sticking ads wherever they can and advertisers are relying on the crossed fingers method for ROI tracking.

Having said that – online video advertising offers great opportunities for all interested parties and with a few subtle nudges the growth of this business will come.