How Digital Video is Disrupting TV | Sojern

How Digital Video is Disrupting TV

December 13, 2018

Cord cutters have changed the entire TV industry. Broadcast TV is becoming a relic of the past as watchers make the switch to apps and specific subscriptions.

Why was TV advertising so important?

This year, for the very first time, you’re seeing digital ad spend now eclipse television ad spending. Video itself has been the choice for advertising for years, since the very first television advertisement ran I think in 1940 something, the pull of a commercial, that TV commercial changed everything for advertisers spending you know upwards of 70 to 80 billion dollars a year just on television in the United States.

Why is there a shift in video advertising now?

What we have today is this conflict of people not spending time watching television nearly as much they spend their time doing other things. What’s been the reason that advertisers haven’t necessarily followed has been the lack of availability of content and the creative formats that resonate and that matter.

How has a change in format changed ads for video?

Now we have creative formats that are specifically created for these devices and for these channels that are completely different and tuned to perform on those channels. You have things like vertical video, for example, on a cell phone. You have things like 360-degree video where as you change your position, the video actually follows and also changes relative to where you’re standing.

Advertisers are just excited to be able to now present video in a format that people will enjoy and like to watch, in places on devices and channels that they watch it.

To learn more about how digital video can be used to connect with a travel audience click here


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About Mat Harris

Mat is a startup veteran with extensive product and commercial leadership experience in mobile advertising. After building and managing a successful digital agency and a video advertising platform in Austin, Texas, he moved to San Francisco to lead product management for InMobi’s rich media authoring platform and was the head of advertising products at Tapjoy. Mat frequently speaks on topics including dynamic personalization, mobile advertising, marketing strategy, leveraging big audience data, and the future of advertising. He lives in the San Francisco Bay Area with his wife and their three kids. Mat is a 7th generation Texan and barbecue enthusiast.

Mat Harris About the author

Mat is a startup veteran with extensive product and commercial leadership experience in mobile advertising. After building and managing a successful digital agency and a video advertising platform in Austin, Texas, he moved to San Francisco to lead product management for InMobi’s rich media authoring platform and was the head of advertising products at Tapjoy. Mat frequently speaks on topics including dynamic personalization, mobile advertising, marketing strategy, leveraging big audience data, and the future of advertising. He lives in the San Francisco Bay Area with his wife and their three kids. Mat is a 7th generation Texan and barbecue enthusiast.