For instance, when buying Hulu, an advertiser knows they’re getting a slightly older millennial cord-cutter who has more discretionary spend.
Other advertisers want a certain threshold of completion as well as proven effectiveness around brand lift, which a video format like YouTube’s TrueView promises, Barnard said.
But since more of these impressions are happening on mobile, it should help even out the split between mobile and nonmobile video investments.
Digital video still dominant
Over-the-top TV may attract marketers in search of a full-screen experience, but Zenith projects digital video all around (including desktop) to continue to accelerate.
In most major markets, Zenith has found that advertisers continue to view their digital video investments as an incremental buy or complement to TV, rather than a replacement.
But in some cases, marketers simply repurpose 30-second TV spots for social platforms like Snapchat or YouTube, which isn’t as effective as tailoring short-form videos for each individual channel.
“[Original] video content requires more advertiser and agency resources, [and] there are innovations in technology to bring down the cost of production,” Barnard said. “You’re seeing automated personalization and the like, which is making it easier for brands to make use of the unique attributes of each platform.”