"The Video Audience" is a column written by members of the media community and focused on the evolving world of online video advertising.
Today's column is written by Cynthia Butler, Publisher Integration Engineer at Denver-based, SpotXchange, a video advertising technology company.
I’ll give you two differences between display and video advertising: technology and people.
Some publishers and networks are selling video ads in the same way that display banners are sold. Display ad servers are “upgrading” their software to integrate video ad serving capabilities. The people behind advertisers and agencies who have been in the online industry expect video to behave the same as display banners. From both perspectives, video is being treated like it’s the same as display banners. Voila, all our problems are solved, right?
Okay, noted sarcasm there. But anyone who’s ever tried to “integrate” a new video ad server or new video technology keeps running into the same issues. Advertisers, agencies, networks, and publishers are all building, managing and creating video very differently, yet expecting the same results as display banner advertising. Beyond that, video is at the point of adoption where it is changing much more quickly than display.
Along those lines, over the years the IAB has set all regulations and standards for display banners. The IAB is working hard to establish standards for video technology (VAST, VPAID, companion banner sizes, overlays). But the video ad industry isn’t there yet. While video technology is changing and adapting quickly, some regulations set by the IAB have not kept up with this faster pace of change.