What’s Next for Video in 2018?

JW Player Leaders Predict What’s in Store for Video Next Year

As 2017 winds down, we look ahead to the most important trends and opportunities in the future of video. From shorter mobile video ads to the rise of native apps and machine learning, the evolution of the industry is only just beginning.

Get a head start on navigating the landscape with 2018 predictions from our video experts.

The Future of Automated Video Advertising

5 Takeaways from JW London Insights

On November 29, 2017, some of the brightest minds in media and technology converged on London for the city’s first ever JW Insights event.

In a particularly enlightening discussion led by Digiday senior reporter Lucinda Southern, leaders from JW Player, Facebook, Index Exchange and Minute Media shed light on what we can expect to see in the world of automated, or “programmatic,” video advertising in the times to come.

Here are five things we learned about the future of automated video advertising.

JW London Insights

Recapping our first conference in England’s capital

JW London Insights was a success! We were so happy to explore the future of visual storytelling and digital advertising with experts around the industry and some of the best video publishers from across the UK and Europe. The event not only provided great insight into being a video-first publisher, but it featured conversations on hot topics like virtual reality and the fight against fraud in video advertising.

   

Infographic: The Evolution of Video Advertising

Where we’ve been and where we’re going

In the past decade, video advertising has changed a lot. We've come a long way from a simpler time when a TV spot could double as a pre-roll placement. Today, publishers are facing questions like: Are your ads click-to-play? Do they reach real humans or just bots? Are they meeting industry standards?

We created this infographic to track key milestones, future challenges, and what you can do to make the most of the video advertising world. It’s complicated out there—we’re here to help!

 

Where Is My Ad Running?

A conversation about trust and transparency in digital video advertising from New York Advertising Week

You’re a media buyer. You’re trying to place a video ad online. It goes into the rabbit hole of agencies, ad exchanges, servers, data aggregators, and a myriad of other agents before it makes it to the consumer. At the end of it all, you’re left wondering, Where did my ad actually run?

At New York Advertising Week’s panel “Programmatic Video in the Converged World,” September 28, 2017, industry experts from across the online video landscape—including JW Player COO Bill Day—explored how the latest trends in digital advertising impact trust and transparency in the ad ecosystem.

      

Creating “Thumb-Stopping Moments” in Video

Insights from JW Player’s “How to Become a Video First Business” Panel at New York Advertising Week

When the digital landscape is saturated with click-or-swipe videos, how do you create the “thumb-stopping moment” that keeps your audience tapped into your content?

JW Player CEO, Dave Otten, explored this question as moderator of the “How to Become a Video First Business” panel at New York Advertising Week on Thursday, September 28, 2017. By interviewing executives from Business Insider, LittleThings, and Index Exchange, he uncovered tips and takeaways on successfully transitioning from a traditional, “article-first” publisher to one that embraces video’s central role in content and marketing strategy.

   

Why Click-to-Play Video is a Digital Publisher’s Best Friend

Change is afoot in the world of video advertising. In the months to come, both Google Chrome and Apple's Safari browsers are expected to release updates that approach video very differently than ever before. Rather than autoplaying, videos featuring audio that is not muted will require users to click to play, putting the control squarely in consumers' hands. This development stands to have a huge impact on the browsing experience. According to JW Player data recently cited in Business Insider, based on 400 million daily plays on our network-independent video platform, 65% of video plays in Chrome and 53% of plays in Safari are currently autostart, with half of those being sound-on. The numbers are similar for video ads: 61% of video ads in Chrome and 66% of those in Safari currently play without user initiation.

How to Make Your Viewers Happy AND Boost Video CPMs

It's no secret advertisers are hungry for video content and its viewers. The good news for digital publishers is that a programmatic approach makes it possible for anyone with modest scale to plug into a demand source and monetize video through advertising. Here's the catch: To create a standout user experience for viewers while also attracting premium advertisers, publishers need to execute careful and critical choices. Based on experience working with digital publishers around the world to optimize their sites for video, we've identified the strategies that are proven to deliver results. We've posted these recommendations in a 5-part blog series over the past 2 months with concrete actions you can take to grow your business by creating a more satisfying video experience for advertisers and users alike. Below is a summary for easy-access to these posts. 

5 Tips to Boost Video CPMs by Setting Up Your Ad Demand Stack – Part 5

Video publishing is a complicated operation. Over the course of our series on Video Publishing Best Practices, we've covered audience, speed, viewability, content, and user experience, all of which are fundamental to amplifying video CPMs. While a successful video strategy couldn't exist without these elements, there is one more aspect of video publishing to consider before you put your game plan into effect: optimizing your technical performance and ad demand stack.

1. Make Sure Your Video Player is Compatible with Your Ad Server

There's a lot involved in making sure your video player integrates with your third-party ad server partners. First, be sure to use a video player that's HTML5-compatible. Then, confirm that the player supports integration with your Ad Server or SSP. If your ad server of choice is DoubleClick for Publishers (DFP), confirm that your player supports Google's IMA software development kit (SDK).

5 Tips to Boost Video CPMs by Knowing Your Users – Part 4

Know your audience is one of those sayings that applies to just about everyone, from keynote speakers to stand-up comedians—and yes, site publishers, too. When your objective is to boost your video ad CPM rates, you've got to get inside your viewers' heads. Determining who they are, how they're finding their way to your site, and what they hope to see when they get there allows you to tweak your video viewing experience to meet their specific needs. In this fourth installment of our Video Publishing Best Practices Series, we'll look at how customizing your video strategy to your unique audience can lead to a better return on investment for your advertising partners.

1. Make Sure Your Views Come From Real Traffic

Before you get started, you first have to make sure that your visitors are human. Fraudulent site traffic is an ongoing concern, as digital traffic generated by bots impacts video advertising by diluting the effectiveness of your clients' investments. As explained by eMarketer, video and mobile are especially prone to fraud as they are “higher value areas.” The company also notes that as fraud protection technology becomes more sophisticated, so do efforts to “deceive” buyers. This has advertisers collaborating with their vendor and publishing partners to reduce bot fraud and protect the integrity of their video impressions. As eMarketer puts it, “advertisers, legitimate sellers and industry organizations continue to push for greater accountability from those continuing to perpetrate it or permit its presence in the ecosystem.”