With the upfront looming, and increasing pressure to be innovative, many advertisers and agencies today are in a headlong race to shift and diversify their TV ad budgets, taking greater advantage of multiplatform-platform "video." And why not? TV advertising is expensive and campaign reach is declining thanks to audience fragmentation. However noble and well-intentioned, however, the expectations of many of these advertisers and agencies are unrealistic, particularly those calling for 10% to 20% budget shifts out of TV into digital video. That's because, you see, 97% of all video viewing in the U.S. still occurs on TV. Yes. Whether the data is from Nielsen, Pew or eMarketer, all agree that only a small fraction of video viewing in the U.S. today occurs on devices other than the TV.
According to Jason Krebs, former chief media officer at video ad network Tremor Media, YouTube is simply latching on to the "brands as publishers" trend that's currently sweeping digital marketing. Publishers like BuzzFeed are doing a good job of incorporating brands into its text-and-image-based content, as opposed to slapping standardized display ads alongside it, and YouTube is attempting to do the same with video.