According to eMarketer, the online advertising industry has its eyes on online video, the fastest-growing digital ad format.
However, publishers and advertisers alike recognize roadblocks are keeping more dollars from freely moving to online video advertising.
Most online publishers felt lack of standardization was limiting online ad growth—a valid statement considering the vast number of networks, video players and providers in the online video space. Likely related are the challenges of technical implementation and integration with third parties, mentioned by 31% and 26% of respondents, respectively.
Online publishers also saw online video’s interruptive nature as bad for the user experience, with 39% of respondents citing this as a barrier to additional online video ad growth. On the other hand, the interruptive nature of online video is often considered an asset among advertisers looking to capture complete user attention.