Mediaocean featured in eMarketer
eMarketer has released its latest report entitled “CROSS-PLATFORM VIDEO ADVERTISING: Momentum Builds, but Obstacles Remain”, exploring the current state of cross-platform video advertising and the challenges it presents. Speaking with over 25 ad industry experts the report looks at how creative, technical and business challenges mean that cross-platform buying is not as effective as it could be, despite the increased focus from media buyers on reaching audiences with a single message across an ever expanding range of devices.
Discussing the challenges faced by buying cross-platform video and the rise of programmatic digital video ad spending Mediaocean Chief Revenue Officer, Ramsey McGrory is quoted as saying
“Recognizing that consumers will watch more video content via apps, web, phone and maybe less so through a true traditional television, over time the way agencies and brands buy that will definitely change and be more programmatic in nature,” he continues, ads will be “IP delivered and using data sets like comScore or Nielsen, [while also augmented] with first-party, third-party, anonymous, personal, panel, pixel, all of the different types of data that are intrinsic to programmatic. That evolution is really a five- to 10-year evolution. When you look at IP-driven video opportunities as a percentage of overall television and video, it’s still sub 10%.”
eMarketer customers can read the full report here.