Holistic advertising is about to take video to a new level

Getty Images

Data­-driven video advertising is about to look a whole lot different.

As publishers continue the shift toward automated ad transactions with data at their core, stand-alone programmatic platforms are giving way to a more integrated technology.

It's time to meet holistic advertising.

To maximize yield - and ultimately revenue - media companies need visibility across all their sales channels, both direct sold and programmatic, in a single holistic platform that combines programmatic and ad serving. The benefits:

• More effective campaign monitoring and forecasting
• Better control over the demand mix
• Optimal consumer targeting
• Single view across inventory, sales channels, and platforms
• Unbiased, streamlined ad decisioning
• Comprehensive data insights
• Single platform management with associated cost savings

The publishing world is ready.

A recent study conducted by global research firm MTM and sponsored by Ooyala, suggested that companies with premium non­broadcaster video inventory - often in short supply - are moving quicker than many broadcasters into programmatic. They're looking to differentiate their offerings and build scale, and their video business models are not yet as established. Holistic advertising will accelerate entry by helping bridge the gap between traditional, direct sales methods and automated ones.

We've already seen that private programmatic marketplaces (PMPs) and automated guaranteed trading have become popular methods for monetizing premium video inventory. They most resemble traditional direct video ad sales, help drive favorable yields, and satisfy buyer demands. They also offer more control over inventory, rates, and trading partners.

The use of these methods is not just happening in the US but globally. French publishers, for example, have created La Place Media, a programmatic cooperative to build data and scale. With the evolution of holistic advertising models, these methods will mature more rapidly, provide even more compatibility with direct sales efforts, and offer greater returns across platforms and screens.

As more publishers embrace programmatic to compete with Facebook and other social platforms, holistic advertising tools will provide them with more efficient ways to leverage inventory, build scale, and monetize live video across all their digital sales channels.

And let's not forget mobile. According to eMarketer, mobile video programmatic spend is expected to rise from $1.14 billion in 2015 to $3.79 billion in 2017. Holistic will be a key factor for growth by providing more precise targeting via deep intelligence on mobile consumer behavior and ad-viewing patterns. More tailored ad experiences also help thwart the growing menace of ad blockers.

Holistic advertising methodology promises to lead the media industry into a dynamic new era in which video inventory is the focus, not the sales channel.

Get ready to meet the future.

By Paula Minardi, content strategy manager at Ooyala.

For more insights, download Ooyala's "State of the Media Industry" 2016 report.

This post is sponsored by Ooyala.

Find out more about Sponsor Content.