Here is another interesting AdTech article, again related to the New Fronts conference that appears to be on soon. 5 Digital Video Trends to Watch for at this years NewFronts. My previous article is here New Fronts.
The article begins with a big claim:
The growth of the market for ad-supported digital video content—long form and short, scripted and reality based, animated and acted, for gamers, fashionistas and everyone in between—has skyrocketed, validating the importance of something that once seemed internally contradictory: an upfront marketplace for a theoretically limitless medium.
Which it then tries to back up by linking to a recent report, IAB Advertising Revenue Report. Going to that link you are immediately punched in the face with the reports highlights, which serves as a market size gauge:
- Mobile Ad Revenue was $36.6 Billion.
- Mobile Video Revenue was $4.2 Billion, 145% more than last year.
The link is also very cool because it has a breakdown of the market revenue's for 2015 and 2016. Very nice!
Ok, back to the 5 Digital Trends, the article has abit of fluff filler about innovation and upstarts. It then finally delivers on the 5 digital trends we have been waiting for, although I feel more and more like this is just a big ad for the conference.
The five trends are:
Content companies becoming data-rich.
This dot point links out to the Wall Street Journal (WSJ) link Snapchat to enable ad targeting using third party data.
The WSJ article is basically just talking about Snapchat using customer supermarket data to help them target their ads better. It mentions that Facebook and Twitte are also doing it, and that they use a program called DataLogix, which is owned by Oracle.
A machine behind the scenes in digital video.
This is just another point about the use of machine learning in ad targeting. It could have been part of the previous point.
Video and social go hand in hand
This heading seems to make sense. I wonder if this is news to Ad-tech people. This section also references the following article: 9 Particularly Interesting Marketing Stats from This Week. That article also appears unremarkable, merely claiming that almost 90% of people from 20-29 use atleast one social network service.
The economics of media are driven by the limited resource of user attention.
This statement is nice, and could have alot of depth, but instead it is turned into an advertisement for the NewFronts conference, and a place to put another adweek link.
This revolution is just getting started.
Again, simply an ad for the NewFronts conference.