Google’s protestations about TrueView’s media quality aside, two questions remain: Why is any of this happening, and why is change unlikely in the short term?
YouTube is very much in the hot seat. However, let’s zoom out and consider all of the different media companies and platforms that are doling out “grab bags” of video inventory.
These strikes will impact content generation for the foreseeable future. Media buyers need to think about how that will impact their jobs.
Discrepancies across the various attempts to quantify the issue with YouTube TrueView have just raised more questions about measurement failures.
In a wildly exciting and inventive sector, YouTube is merely meeting the status quo – with scope for so much more.
It’s only fitting that YouTube, which has long coveted TV’s ad dollars and advertisers, should find out what it feels like to be treated as if it were TV.
Video and CTV bring challenges and opportunities for notice and choice. And doubts persist about whether the industry can self-regulate on the issue.
More advertisers, especially marketers, who have been slow to embrace AVOD, will increasingly gravitate to primarily AVOD services, writes Greg Smith, Aniview’s GM for North America.
Among streaming ad providers, there is a temptation to make streaming ad ROI look better than it really is (and definitely better than linear).
Premium video means just about anything that shows up in front of a consumer. Isn’t it time for a better definition?
