The growth of the online video advertising industry has been nothing short of spectacular. However, significant growth in any online market always leads to a whiplash effect of over investment, vendor expansion, lack of differentiation and general market confusion. The question of “How to Effectively Buy Online Video” sounds all too simple to demand an explanation.
That said, we hear it so often that it seems to have fallen victim to market confusion. The answer is clear, but it is entirely dependent on the scale of the reach you are trying to achieve coupled with the relationship between price and inventory quality. Here are your options, broken up into six categories.
1. Buy from a single branded site
2. Buy from a portal
3. Buy from a portfolio of branded sites/portals
4. Buy a large portfolio of sites/portals from a network
5. Buy a site channel from a network
6. Buy a portal, portfolio of sites or a site channel with syndicated inventory
See the full article on the Video Insider at MediaPost.
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