Published: January 5, 2013
Predictions are always a tricky thing. In the past couple years it's been easy. There were gaping holes in video advertising as compared to other forms, but last year saw many of them closed. With 2013 now here the question is, what will the new year bring with it? I spoke to a couple industry leaders about just that and have a few thoughts of my own on it.
Because of the cost of both video production and video advertising I think the main drive to continued expansion will have to be better real-time data. Without being able to quickly see the trends and react to them it's hard to hit the highest ROI possible. I think we'll see a refining process or perhaps a fine-tuning process in the information that is being provided to the ad buyer. Many of the metrics that we have are based on older forms of advertising and aren't exactly the best they can be. Views are subjective, iGRP is still in its infancy, etc. As all of these metrics mature we will eventually see a 'perfect fit' which combines several of these major metrics to give ad buyers a quick idea of how well their campaigns are performing.
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