Jeremy Straight, our VP of Business Development, was at VideoSchmooze this week in NYC and took a few notes during discussions about current challenges in online video and how 2012 might roll out. Take a look. A few online video leaders shared their insights:
*Scale is issue with premium pubs. Most premium pubs are completely selling out of inventory.
*Standards and formats are an issue with advertisers, this needs to be resolved so advertisers feel more comfortable buying.
*Video creative is an issue with online video, we need to do better than re-purposing 30-secong TV spots.
*Staffing the new platforms is an issue for agencies. The ease of buying is important.
*There is a battle for content. Media buyers are interested in figuring out how TV everywhere will break free (i.e. when content currently available on TV is unlocked online).
*If advertisers have to chose between content and audience they chose audience. They prefer both.
*Does audience commoditize the inventory? No. There is a ton of clean audience and content.
*Video is all devices, not just online (mobile & tablet should be included in these buys).
*Greater collaboration is needed in video to get standards so buying can be safe and efficient.
Overheard -- who the 2012 online video winners will be:
*Companies who offer data, scale and content
*Companies that make buying video simple, efficient and scalable
*Consumers will win with more quality content
*Consumer will win because of better advertising, 50% will be true view only ads they want to see and ads they don't The online video advertising is evolving quickly, and SpotXchange will stay at the front of the pack in areas like helping publishers achieve higher CPMs in our video marketplace, and for our advertisers the ability to accurately target their best audiences and optimize their video ad campaigns in real time. What's ahead from our point of view? We predict RTB for video will explode in 2012. SpotXchange should know - we lead the online video advertising industry in real-time bidding, and we're seeing enormous growth and fast adoption. There's one constant in online video, and that is that things move fast in this industry. Give us a shout if we can help your team make sense of what's coming next. | 
