Last week I was invited to attend the Teads Video Summit, hosted at the wonderful British Museum. The summit focused on the latest trends and advancements in video advertising, with a range of speakers from media owners to head's of agencies, discussing a variety of topics including what the future of agencies will look like, which metrics are key in video advertising and most importantly, whether outstream is mainstream.
The summit kicked off with a discussion around agency evolutions and the role that mobile technology is currently playing within agencies. A key thought around mobile and video was that agencies should show brands their creatives on a mobile phone first, and then plan from there. Highlighting that if it doesn’t look good on mobile, it shouldn’t be used.
The panel then moved onto discuss video measurement. Unanimously it was agreed that clicks as a metric, is generally ineffective as a success measurement for brand campaigns. New tools, such as the Moats Performance measurement tool, were praised for highlighting worthwhile metrics, focusing on attention, attributes like view ability, exposure time, and screen real estate.
So is outstream now mainstream? Well, the IAB have recently officially recognised it as a standalone category and video is I’m sure, something that will continue to dominate a large part of brands digital strategy as they go into 2017. It’s no surprise that the new vertical video format is predicted to be one of the biggest trends in online video moving into 2017. Outstream may still be a new phenomenon to online users but within our industry it is quickly becoming the new normal and 2017 is bound to be another exciting year for outstream video!