Managing Director and Partner at Boston Consulting Group (BCG) | Digital Marketing
I’m excited to share our latest article on how BCG, Google, and Omnicom Media Group are laying the groundwork for “unified video,” a holistic approach that reduces the complexity of decision making and helps advertisers sync their spend with the media that their target audience consumes. The advertising industry faces a challenging imperative: to adapt swiftly as consumers increasingly embrace diverse viewing experiences across multiple screens. Despite the fact that digital and streaming video account for 70% of viewing hours, less than half of video advertising spend goes to those channels. Drawing on our interviews and surveys with 190 advertisers and over 90 agency practitioners, we developed a concrete, step-by-step approach to implementing “unified video,” a holistic approach that integrates video planning, buying, and measurement decisions across channels to create connected media experiences for target consumers. Read more, here: https://lnkd.in/evaR5VM4
I couldn't agree more that "unified video" is the right approach buyers need to take. But I'm curious, was there any consideration given here for "In-stream" (sound on) vs "Outstream" (muted) video? If you're primarily focused on the former across Linear TV & CTV & online video platforms with lots of true In-stream video, I think this framework makes a lot of sense. But if this is also meant to support unified video that includes Outstream, I believe it would help to more explicitly call out some of those nuances and considerations (not just quality defined as screen size and "preference for professionally produced content") as they would have a material impact on the effectiveness. Unfortunately, far too much OLV is Outstream video misdeclaring itself as In-stream (see the latest TTD & Yahoo dust-up), so buyers must take care to ensure they don't waste budgets that way and render their otherwise thoughtful unified video strategies ineffective.