Justin Taylor - UK MD Teads | Predictions for 2018 | Rapid TV News
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Justin TaylorWhat does the future hold for video advertising?

If 2017 was the year outstream became mainstream, making up 52% of all online video spend, 2018 will be the year we see more innovation in video ads.

AI is already being used in video to target individuals based on their interests and audience profiles, with the creative also being catered to each individual based on their tastes and interests. As more advertisers realise the benefits of this hyper-personalisation, expect to see even more opportunities to dynamically personalise campaigns in real-time and self-assemble ads for every single impression. Next year, many brands won’t have just one version of a video ad, or even two or three. Rather, advertisers will have a unique version of an ad for every consumer, assembled in real time.

This year we have already seen interactive chatbots embedded within outstream video adverts, the next step will be the marriage of AI, voice and video. This means consumers asking the video ad for more information about a product using their microphone, not just typing. With the rise of personal assistant technology such as Google Home and Amazon Echo, consumers are going to become more comfortable using voice to interact with chatbots, and video ads will be able to benefit from this.

Brand Safety

The advertising industry has seen a recent resurgence in brand safety in 2017 and brands are waking up to the fact that you can’t guarantee a brand safe environment around user- generated content. The problem is not a quick fix and will persist as we move into 2018. To tackle this issue the ad industry must work together to offer a safe environment for brands – this means supporting premium publishing and championing formats that respect the user.

Next year brands will have zero tolerance when it comes to the issue of brand safety. In fact research from Teads has shown that 95% of CMO’s have already overhauled their digital strategy over brand safety concerns. Those who can’t guarantee a safe environment will find they will have no place in today’s digital plans.

Cross Screen

While desktop still remains an important avenue for brands, mobile now makes up 43% of all digital spend and is driving most of the growth in the market. However, this will only continue if the mobile experience is right. For mobile to thrive, we need to ensure non-intrusive video ad formats that respect the user experience and are not excessive in length.

With users consuming massive amounts of content across multiple devices, a cross screen approach should now be the norm. However, just repurposing a 30-second desktop video ad isn’t the most effective approach for all devices. Making sure you’re using ad formats that are vertical or square that appear seamlessly on both desktop and mobile will maximise the effectiveness of campaigns. In 2018, we’ll also see ad sequencing become more prevalent, as an important way to build brand awareness through storytelling across multiple devices.