Stephen Hunt TubeMogul’s Asia-Pacific Director talks candidly about the challenges the online video industry currently faces: demand outstripping supply; publishers holding on to unsold inventory to protect its value; and lack of transparency in video advertising and the industry’s absence of regulation e.g ‘fake pre-rolls’. But Hunt argues that the opportunity in online video advertising is huge, and is poised to attract huge amounts of brand budget in the coming years.
If the latest PwC figures are accurate, 2014 will be the year online advertising will surpass TV to become the biggest segment of the media pie in Australia. A major driver of future growth is forecasted to be brand dollars flowing away from traditional TV into online video and connected TV.
With great power comes great responsibility, however, and the industry needs to create a quality ecosystem worthy of TV’s mantle. We have the opportunity to be good, but we should strive to be great!ExchangeWire