Ginny Marvin says, “As video is expected to bring in over $10 billion in digital ad revenue this year, according to eMarketer, publishers see video as the number one trend affecting their businesses.

A new survey from video ad tech firm Mixpo of 263 US sales and marketing professionals at local and national media outlets looks at the opportunity and challenges publishers face in taking full advantage of the digital video surge. Across the board, video formats topped the list of ad units seen as most likely to drive the highest ROI or ad revenue, with pre-roll video by far the preferred ad format. The use of video in banner units has also been growing as a way to expand inventory as premium video supply remains tight.

“The biggest trend in digital advertising is video. As a TV company we produce a ton of premium video and the industry just doesn’t have enough of it, which positions us well as we look to new product offerings.” Lindsey Lawson, Digital Sales Manager, WESH Television said in the report”.

As publishers see rising returns on video, Facebook is getting more of their ad campaigns

Marketing Land

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