A lot can happen in a year, especially in an industry as fast-paced as ad tech. For video advertising, in particular, 2014 was undeniably a watershed year. Digital video took a giant leap into programmatic buying, experienced huge gains in both viewership and ad spend, while continuing a wave of consolidations.
With such an eventful year under our belts, I’m confident that this will be the year that online video advertising fully ‘grows up’ and comes into its own. Here are three major signs that signal why 2015 is set to be a breakthrough year for video advertising.
1. Programmatic video goes mainstream
Technology has transformed digital media buying, as advertisers and publishers continue to lay the groundwork for a fully automated video ad future. Programmatic video ad sales in EU-5 reached €226m in 2014, according to eMarketer, and is expected to soar 63.5% this year to reach €369m by the end of 2015.
Advertisers and agencies are already sold on programmatic, but in 2015 we will see publishers fully embrace programmatic technology as they begin to realise the huge opportunity it represents for efficiency and financial growth. We can also expect to see gains in open, RTB-based video ad exchanges, as advertisers seek to consolidate their video ad buys via a single programmatic platform. Both advertisers and publishers will become more empowered by data, enabling video to deliver more concrete results.