in the coming months,” says Wallace-Brewster. “This helps content to be repurposed across multiple channels on the
brand site and in social media, attaching a
measurable ROI for those investments.”
Mobile Video Leads
In its forecast for 2017, eMarketer predicted that the gap between digital and
TV spending in the U.S. would widen by
about $10 billion, and digital spending
would see double-digit growth each year,
climbing from $83 billion this year to
$129.23 billion in 2021. Mobile advertising is said to be the main driver, accounting for more than 70 percent of digital
spending. And mobile video will be the
digital medium fueling this momentum.
“A desire of marketers is to reach key
customer segments with the right media
channels at the right time, and today’s ad-
vancements allow us to deliver on this in
video,” says Gene Turner, executive vice
president, chief of Horizon Next, a direct
marketing media agency headquartered in
New York. “We leverage a suite of propri-
etary targeting tools that allow us to iden-
tify video environments that are contex-
tually and emotionally relevant. We then
layer in our attribution model to ensure
we capture the impact of short-term sales
along with long-term branding.”
While digital media has always been
valued for audience segmentation and
targeting, many of the top digital brands
— including Squarespace, Airbnb, Go-
Daddy, and others — have turned to TV
in order to reach the masses and pitch
their services to people beyond the scope
of their digital reach. But as quality video
entertainment continues to grow online,
so too does the opportunity to reach more
“The primary trade-off between a mass
media such as TV and some of the online
opportunities, including social media
platforms, is that you are trading scale for
enhanced targetability,” says Koeppel.
“We are able to aggregate online audiences to create scale — it just may require
more placements in different online
venues. However, as media usage habits
change, and more eyeballs migrate away
from TV to the web, it is likely that scale
will also become readily attainable online.
A bit of comparison illustrates the point:
the U.S. population is about 323 million.
There are approximately 118 million TV
households according to Nielsen, and the
Facebook audience is an estimated 214
million, while You Tube’s domestic audi-
ence is around 181 million (the latter
two numbers come by way of Statistica).
Clearly, things are shifting.”
Google — the owner of You Tube —
and Facebook dominate the U.S. digital
ad market. Google accounts for 40. 7
to eMarketer, and
that’s mainly due
to its dominance in
search. But when it
comes to display ad-
is the clear winner
— and business is
display,” says eMar-
keter. “The social
display business will
jump 32. 1 percent
to $16.33 billion,
capturing 39. 1
percent of the U.S.
display market, taking share away from
Google, Yahoo, and Twitter.”
Snap Inc. ad revenue grew 157.8 per-
cent this year to $770 million in the U.S.
That’s still only 1. 3 percent of the U.S.
mobile ad market, but it’s expected to
grow to 2. 7 percent by 2019.
Facebook recently focused on deliver-
ing even more ad opportunities around
mobile video. “So there have been a
number of questions about Messenger,”
Facebook CEO Mark Zuckerberg said to
investors on the company’s second-quar-
ter earnings call. “It’s a longer term thing.
I actually think in over the next couple
of years or few years, the much bigger
driver of the business and determinant of
how we do is going to be video, not Mes-
A few weeks later, the company
launched Facebook Watch, a new con-
Facebook is also rolling out “Watch,” its new video platform,
which will feature a number of original series, including
Returning the Favor, hosted by Mike Rowe.
What if you
only blue skies from now on...