Even as online video advertising booms, questions of trust continue to loom large in the industry. Whether it’s brand safety, misreported and unaudited metrics, viewability or fraud, the industry as a whole is grappling with how to instill a greater sense of trust among all parties.
At our recent Online Video Ad Summit we had a really thoughtful session, “Putting Trust First in Online Video Advertising” in which panelists explored all of the above issues, starting with the most fundamental question, “How do we define brand safety?” It was a really illuminating discussion of all the cross-currents in play and the difficulty of resolving them cohesively, given a multitude of priorities.
The session included Natalie Gabathuler-Scully (VP, Revenue Operations, Vevo), Jonathan Katz (VP of Demand Platforms, Trusted Media Brands), Steve Rubel (Chief Content Strategist, Edelman) and Ben Versh (Director, Media Team, Pfizer), with Eric John (Deputy Director, Video, IAB) moderating.
Watch the video (36 minutes, 41 seconds).
Facebook’s push into video appears to be paying off as a new survey of 300 advertisers and agencies released by Trusted Media Brands this morning shows that social platforms and video platforms are virtually tied as the most important partners for video ad campaigns. Overall, YouTube and other video platforms are viewed as most important by 59% of respondents, with Facebook and other social platforms viewed as most important by 56%.
However, among advertisers, 65% favored social, with 55% favoring video platforms. The numbers were reversed for agencies, where 62% favored video platforms and 51% favored social platforms. It’s also worth noting that distinctions can be murky as YouTube itself could be considered a social platform given the level of sharing, commenting and following that occurs there.
Topics: Trusted Media Brands