As long as the video ad campaign is providing overall reach in this limited, online video ad universe, it appears marketers are willing to spend top dollar. But shouldn't the real goal be addressable video advertising which uses demand-side platform-like buying technology, looks more at the user and cookie-level data, and targets accordingly? You know... audience buying!?
And, on top of audience buying, how about cross-channel attribution? Video ad targeting should ideally take into account the separate viewing of display advertisements from the same campaign, for example, and understand how the two digital marketing channels affect each other on the way to the final conversion.
It's just too "early days" for most addressable video since there's limited inventory and even more limited audience targeting opportunity. The video ad network and the publisher will still be offering website placement, vertical channels and context for the forseeable future as opposed to targeting through a deeper understanding of attribution or intent. It feels like display a few years ago when supply was more limited and the long tail wasn't as long.
To be sure, companies are moving into the addressable media space for online video. But today's limited supply continues to preclude the need to go very deep. Display's over abundance of supply bred innovation. When will it crossover to online video? In part, when marketers become more comfortable with their brands in social media's video and as the web user continues to consume more video online - and, finally, IP brings the web to the TV. Also, if comScore released a study called "Natural Born Viewers" (echoing "Natural Born Clickers") that might have people looking beyond "the view" and into cross-channel attribution.