Three predictions for 2012

Scott Ferber, chairman and CEO of Videology Group, a video advertising specialist, identifies three key trends that will change the way brands use video in 2012…

1. Cross-media convergence will accelerate on all fronts

As more consumers view video across multiple screens, advertisers will increasingly employ device-agnostic media strategies that leverage the right screens at the right price to achieve their given objectives.

This will add urgency to the demand for cross-channel media mix measurement between both traditional and new media, including the need for unduplicated reach data encompassing television, online video, mobile and connected TVs.

2. Performance measurement will gain traction as key media metric

As performance measurement tools become more sophisticated, reliance on digital metrics such as click-through and views completed will become less relevant.

Advertiser demand is already strong in this area, ushering in a wave of performance-related offerings from companies such as Nielsen, ComScore, Korrelate and others, and this trend will continue to develop.

In addition, advertisers and publishers will also find new ways to leverage their own data in terms of the correlation between media exposure and consumer outcomes.

3. Demand for transparency will grow

Following the call for greater performance will come demand for greater transparency. While this is not new, better tools for tracking performance will prove the old adage true: if it looks too good to be true, it probably is.

The wider adoption and expanding capabilities of ad-decisioning platforms by both sellers and buyers will give greater control in the selection of audience, content, sites and placements. The phrase “You get what you pay for,” still holds true, and increasingly advertisers will be willing to pay the right price for the right results.