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Role of technology in the video advertising ecosystem, Marketing & Advertising News, ET BrandEquity

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As per Statista, the spending on advertising worldwide will surpass 630 billion U.S. dollars in 2024. Another report by eMarketer states that the economic rise across Asia has led to increased advertising activity. Experts predict that ad stats will show Asia-Pacific becoming the top advertising market by 2022.


Advertisers are now focusing on demonstrating their brand’s authenticity, reliability, and value, rather than just selling products and services. With the move from traditional television to digital media, advertising firms have refocused their efforts on increasing brand awareness and trust. With its effective narrative techniques, video advertising has been a windfall for advertisers.

The current video landscape is transformed by the convergence of technological innovation and shifts in consumer behaviour. The new media landscape spawned by the TV-video transition is increasingly automated, data-driven, addressable, and accountable, with the audience preference being as important as the nature of content. Videos are far more engaging to viewers than traditional display ads due to their dynamic nature. While marketing and advertising a product, it is to be noted that 54% of consumers expressed a desire to see more videos from brands.


CTV and OTT Ecosystem
CTV began to gain traction in 2020, and it is expected to grow rapidly in India during the coming five years. As more businesses undertake research and test solutions, they will recognise the potential of CTV as one of the fastest growing advertising channels

The way the media industry is digitising, it indicates that the traditional media concepts are becoming a thing of the past. The entire business is changing: streaming services are no longer just platforms for watching movies and TV shows; they are now investing in the creation and licensing of globally successful original content, putting them in direct rivalry with the traditional TV and video industries. We can conclude that traditional television will take a back seat in the near future.

According to eMarketer, OTT services will account for more than half of all digital video views in the United States in the coming year, and the story of India is no different.


There are billions of connected TV devices around the world, and the global OTT market is expected to reach $194.2 bn by 2025. CTV and OTT enable incredibly accurate audience targeting, making advertising on these platforms beneficial for both the advertiser and the consumers. While the former benefits from the higher conversion rates due to the accurate targeting and the consumers can reduce their efforts required to search for the right products. Advertisers can target and retarget the same audience across multiple screens and channels owing to OTT’s cross-channel approach.


CTV advertising enables marketers to take a more targeted approach to advertise to their audience. The tracking system in the CTV is straightforward with video views, video completion, and frequency can be reported using a third-party server tag. Media Quality Report by Integral Ad Science’s (IAS) examined CTV ad impressions and compared them to other types of digital video ads. As a result, they discovered that CTV ads have an average viewability of 93.3%.

Data Technology
New-age consumers expect content that is tailored to their specific needs. Thus, consumer data is becoming increasingly important in bringing a new level of precision to video advertising in order to assist buyers. In fact, 80% of consumers say that they are far more likely to purchase from companies that provide personalised experiences.

A video content can be created that is more representative of customers’ preferences by using demographic data collated by AI. This insight will allow brands to generate results that resonate better with them. It is now possible to create and distribute fully dynamic videos with many variations, due to an increasing number of tools. When combined with data that is specific to the target group, one can create truly resonating video campaigns that are delivered at the right time and in the right context—a powerful strategy for brand marketing.

Using data analytics in video advertisements might help you figure out what your clients want based on their website interactions. Companies employ this technology in conjunction with ad placements to determine their customers’ social media behaviour. Linking video views to clicks or conversions is a wonderful approach to calculate your video’s return on investment. You may bridge the gap between your content and other crucial marketing KPIs by including clickable links for readers to complete key CTA actions (like making a purchase, signing up for an account, etc.).

Data Insights not only helps focus on the audience and improve ad performance, but it also provides insights into audience behaviour, demographics, enhancing ROI, and offering tailored advertising based on specific audiences’ interests.

Highly impactful Instream and Outstream Videos
Instream video advertising has become the norm over the last few years. It has become very effective, owing to the fact that the audience is captivated, watching and listening to the surrounding content, and thus, inclined to continue watching the rest. Instream video ads continue to be the most dependable and widely used system for displaying advertisements within a relevant video context.

59% of business decision-makers prefer video to written content, according to a study. Similarly, 90% of users say a video influenced their decision to buy a product! These statistics demonstrate how effective video ads have become for business development in today’s increasingly digital world.

There is no limit to deploy ads in video content alone, and the expanded field of opportunity makes it easier to target audiences with specific interests. Outstream videos make the video action stand out against a static backdrop, showing video ads during non-video content to attract more attention. Furthermore, because outstream video stops playing when users scroll up or down, advertisers can collect more accurate statistics on total views.Instream and outstream video advertising are both innovative and cutting-edge ad formats that are paving the way for publishers to generate consistent revenue. Thus, it is entirely up to you to choose which one to opt for, depending on your requirements.

YouTube Advertising Landscape
YouTube, the world’s most popular video-sharing platform, has over two billion active users. This has propelled YouTube to the forefront of video advertising, catapulting it to become one of the largest and most popular advertising platforms. YouTube’s expertise in advertising provides brands with a plethora of formats, placements, targeting and retargeting options.

Granular targeting is essential for a successful campaign, and YouTube ads allow the brand to get extremely specific about the target audience. With YouTube’s targeting options, companies can now target a highly specific group of users or more general groups based on the products they are attempting to sell.

For several years, TV has been YouTube’s fastest-growing viewership channel, but the pandemic has expedited a streaming shift. Youtube matches the advertisers with the most popular and relevant creators and channels for their business by making advertising on CTV platforms — a curated approach the company is now promoting more extensively around its CTV platform.

Consumers today, particularly younger Gen Z users, prefer to watch videos and interact while purchasing, which has resulted in the birth of a slew of video shopping platforms. According to reports, YouTube tops the shopping services with its large potential audience, accounting for 40% of all ad-supported streaming services’ view time. That’s the reason why businesses are rushing into YouTube ad creation. E-commerce, makes use of this video platform to a great extent to create compelling content and display in front of the right audience.

In a Nutshell
Modern technology has given organisations unprecedented access to their target customers, resulting in a significant shift in the way advertising is delivered. While, on one hand, technology has upended the advertising business, on the other, one should be aware of the adverse consequence that it could bring such as user privacy concerns, cybercrime risks, redundant job roles, and much more.

Technology in the video advertising sector provides a solution that combines all of the necessary advertising tools into a single system. Improved audience targeting is the consequence of automated processes and optimised operations. Meanwhile, the data collection capabilities of advertising technology provide relevant and useful information for future ad campaigns. It should be emphasised that the core of any digital advertising campaign is storytelling and personalisation, and technology is a tool to enable these two components

DISCLAIMER: The views expressed are solely of the author and ETBrandEquity.com does not necessarily subscribe to it. ETBrandEquity.com shall not be responsible for any damage caused to any person/organisation directly or indirectly.

A brand is about the intangibles. Simply put, it’s the reputation of your business. Just like how you and I have our reputations we’ve subconsciously built, your business too is already building a reputation. Putting together a step-by-step action plan to build and establish this reputation is what constitutes a brand strategy…

As we enter the third year of the pandemic, the digital marketing landscape is anything but slowing down which you will see in the trends – and as marketers, simply staying ahead of the curve is not enough, it’s imperative to see how these trends tie into delivering business impact…





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