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Before we discuss the future, let’s talk about the present. Today, 90% of online video ads have simply been repurposed from television campaigns. As online video advertising technology continues to evolve, it is expected that more unique online creative will be produced. If we fast forward into the future, will we expect the below type of advertising?
Every online video ad technology company plays this recognized Minority Report scene as a way to talk about what the future of online advertising looks like. I can’t tell you if video ads will be scanning your eyeballs to recognize the year you began your AmEx card, but I will declare the following characteristics of SmartVideo advertising in the future…
It’s personalized. Today, the idea of addressing the ad viewer by his first name sounds creepy, but apparently in the future (at least the one portrayed by Steven Spielberg), privacy concerns are no longer an issue. Until the industry gets there, the focus should be on personally relevant content that doesn’t cross the “creepy” line.
It’s real-time. Each ad impression should take into account all the historic, contextual and behavioral data of the consumer viewing the ad. By pulling all this information on-the-fly and delivering the right engagement creative “just in time,” the advertiser can achieve the best results. An ad delivered during the day on your mobile device while on the go should, and will, deliver a different experience than an ad late at night on your big connected TV screen before you go to bed. Again, real-time affects relevancy, which in turn affects results.
Talking about results, the future of video advertising has to be measurable. As previously discussed, there is no place for ad dollars going to waste. Measurability of the entire ad cycle, from opportunity buying, through creative/experience all the way to desired impact, paves the way to introduce optimization.
Speaking about optimization, I recently heard someone refer to the current world of advertising as “highly optimized crap.” SmartVideo advertising has the potential to deliver not only great brand experience and engagement, but also optimized performance-oriented results, as I discussed in a recent blog post. Imagine the ability to test multiple versions of a video ad. With SmartVideo technology, you can easily go through champion/challenger tests to determine the best creative and achieve better results over time.
Clearly the world of video advertising is in flux. New technologies are changing the way we create and consume ads. And while no one knows what the future holds, some clear trends are beginning to emerge. I believe that in the next few years we will see more and more ads that resemble the future Tom Cruise helped us discover.