Every day, you’re exposed to at least one sort of video advertisement, whether consciously or subconsciously. The consumption of this advertisement contributes to the success of billion dollar companies. However, consumers are growing tired of the recycled advertisements they’re forced to watch on a daily basis.
Oded Napchi VP of Hiro Media, recently spoke about the trends in video advertising and the increased utilization of what’s known as hypertargeting. Oded Napchi describes hypertargeting as the targeting of specific audiences who are likely to purchase the advertised product. Google does this with their video advertisements, basing ads on data they’ve collected from you. However, the issue with hypertargeting is that by honing in on a specific demographic, they’re reducing their reach. Because of this, hypertargeting is both capable of building or destroying a company reliant on ads.
Planning Video Advertisements’ Next Move
The major debate right now is whether or not the power of the consumer will rebel against the video advertisement. A decade ago, it was the annoying pop-up advertisements that were hated by the consumer. Now the modern day equivalent is the video advertisement. In his article, Oded Napchi VP of Hiro Media believes that companies must discover a solution to put out their advertisements, but also keep the viewer happy.
YouTube’s solution was to offer the viewer the ability to skip advertisements so the viewer could quickly decide if they were interested or not. It is important to note that YouTube is a company backed by Google with an almost unquantifiable amount of funds. Most companies are not capable of showing only a portion of an advertisement, because they simply don’t have the financial means. Will there be a death to video advertisements like there was with pop-ups? It’s unlikely, but there needs to be better solutions for digital advertisements.
The Programmatic Approach
Companies must stop seeing money as the sole driver behind advertising, otherwise they most certainly lose their consumers. Oded Napchi and many others feel that a programmatic approach, one that allows companies to target a specific audience in volume by placing relevant ads on relevant videos and articles, may be the solution. The programmatic approach may be one of the few options out there that offers a viable solution for companies that don’t want to scare off their viewers.