Even as Covid-19 continues to cloud the horizon, very few analysts will argue against digital video ad spend continuing to grow. The appetite for video content has never been higher, boosted by ever more capable devices and a growing number of native and non-linear video platforms. And, as they say, wherever there are lots of eyeballs, ad spend is sure to follow.
However, most commentary about the growth of video tends to over-simplify the situation. Headlines focus on percentage increase of dollars or audience, or on sexy new formats from TikTok or Snap. But look behind the scenes and you will find an industry creaking under increased pressure to do the job of advertising well across a proliferating number of destinations and formats.
In a recent qualitative research project for Peach, we surveyed stakeholders involved in managing digital video campaigns, from media planners and buyers, to creative and production teams. We found an industry still relying heavily on inefficient technologies and workflows from years ago, and considerable friction between the points of video ad campaigns being booked and going ‘live’.
“It’s like 1995 out there, media agencies are still sending emails back and forth and manually checking video assets, just to activate digital advertising.”
What can be done to fix it?
We are very proud of our work with Peach, culminating in their new report ‘Get Control of Your Video Asset Workflow’ which is now available to download from the Peach website. The report identifies where the main problems lie in the ecosystem and presents solutions to futureproof effective ad deliveries.
Using bespoke survey data and interviews from leading global media agencies, the report gets under the hood to uncover the pain points that are causing campaign delays, quality issues, security risks as well as wasted time and money. Key issues surfaced:
70% of media agencies have problems sourcing assets
78% are still using email to receive video assets
85% still manually check video assets!
To learn more download ‘Get Control of Your Video Asset Workflow’ now.