Online Video Advertising - thePlatform’s Perspective
by Jordan Friedman,
Many industry experts predicted that 2012 would be a big year for online video ad spending. They have good reason to predict such big growth in the space, as evidenced by a report by online video ad company FreeWheel, which indicated that the number of ads in long-form Internet video content more than doubled over the course of 2011.
This comes as good news for companies that rely on advertising as part of their revenue model. Fortunately, thePlatform has strong partnerships with the best in the industry.
Despite its growth, we think online video advertising will continue to be a rather complicated arena to navigate, and the industry movement toward the TV Everywhere paradigm will undoubtedly add to this challenge.
Industry expert, Will Richmond, recently highlighted the maturation of online video advertising as one of the top three themes of the 2012 predictions he gathered from twenty-one industry executives:
“There is a lot of optimism about online video advertising continuing to grow and mature in 2012. Specific points included increasing sophistication of agencies and brands with respect to ad buying and cross-platform campaigns, improvements in analytics, transparency and performance metrics, greater viewer choice and need for relevance, and the important role video ad networks are playing in the industry.”
mpx simplifies ad policy management
Despite our primary focus on managing online video content, we do provide ad policy management functionality in mpx as well.
Here’s how it works
An ad policy specifies how you want ads to be applied to your content. The information in an ad policy determines the following:
- When ads should appear relative to the content
- How often ads should appear
- Where the player should get the ads to play
After you have defined an ad policy, you can apply it to any of the following objects in mpx: public URLs, media, feeds, or the account. You can also include the ad policy in a publish profile. The ad playback information defined in the policy is inserted into the playlist provided to the player. As previously mentioned, the Player Dev Kit enforces ad policies using partner plug-ins.