We conclude our Video Series – The Digital Marketing Glossary – with a focus on Video AD Platform
Online video ADV market is living its momentum, as confirmed by the recent data from BrightRoll: 72 % of ad agencies say online video advertising is becoming more effective than the television. After surveying 120 U.S. ad agencies, BrightRoll states that client interest in video ads has grown 88.6 % in the last three years, especially on mobile and social media.
Furthermore, as reported by Business Insider, the online video is growing faster than most other advertising formats and mediums: video ad revenue will increase at a three-year compound annual growth rate (CAGR) of 19.5% through 2016, while traditional online display advertising will only grow at a 3% annual rate.
The brands are leveraging video as a medium and they are turning to programmatic platforms to manage their ads, since they provide the best way to optimize, automate and reach the right target, such as video ad platform/ (VAP). VAP is a software as a service-based solution that helps publishers to manage the advertising that appears in their online video. Video ad platforms are similar to the ad serving solutions that are commonly used for managing web banner ads, but are especially designed to manage ads displayed in online video players, such as the widely used pre-roll and overlay format ads.
Check out our video definition of Video AD Platform and stay tuned for more mobile marketing insights to come.
Check out all the videos from our Digital Marketing Glossary series: