Last year, the IAB Video Center of Excellence convened a group of leaders in the digital video space to identify and discuss key issues facing the industry as television and digital video continue to converge. A result of this dialogue was the commissioning of the IAB 2017 Video Content Discovery Study.
Some key findings and takeaways for publishers and advertisers include:
- Each format of video content is unique in terms of how people hear about it, and what ultimately influences their decision of where and how watch
- Cross-platform video publishers need to understand the content journeys of their most important consumers, testing and optimizing packaging and bundling strategies to meet their demand for content, wherever, whenever, and however they want it
- Video and social go hand in hand. Cross-platform video content promotion should tap and amplify word of mouth and social strategies
- Influencing discovery in new immersive media formats (like 360 Video and VR) will require advertisers and publishers to think creatively when executing more complex promotional narratives