But video buyers are faced with silos across multiple supply sources. Although you could scale reach on a single platform, it’s equally vital to apply that data to the whole of your media mix.
And here’s where walled gardens become a big problem.
Facebook represents billions of impressions and is only beginning to grease its video gears, but marketers question the extent to which they can access user-level data outside of the platform’s four walls. Similarly, cable operators and networks like Comcast and Turner are converting their respective data sets into monetizable audience and media assets.
Although it’s early innings in the Verizon and AOL integration, what hypothetically happens if marketers want Verizon’s mobile subscriber data to impact more than AOL-optimized campaigns?
“That’s the reality – everyone will have their own data, which might or might not be shared,” Law said. “It will be up to the client or agency to bring their own data to the table or find commonalities in data cross-platform. You don’t want five definitions of ‘auto intender.’ You have to find overlap between data sets and then you can create common pools.”
Mobile video represents more uncharted territory for marketers.
The AOL data found mobile video budgets increased only 18% this year, which Joanna Foyle, SVP of client services and operations for AOL, said may be encumbered by the lack of measurement in more emergent channels.
But lack of measurement overshadows a more simple explanation for why dollars aren’t flooding to mobile video yet.
“We can’t just flip on a switch and pour money into something we don’t fully understand yet,” Law said. “Mobile is a very personal device and we’re doing a lot of work now to contrast the value of a pre-roll vs. short-form or branded content on devices.”