The US digital video advertising market is on pace to nearly double by 2019. This growth will be led by an ongoing shift toward mobile viewing, a host of digital platforms that now prioritize video and a growing assortment of content against which to advertise, as explored in a new eMarketer report, “The Essentials of Digital Video Advertising: Seven Best Practices for More Effective US Campaigns.”
Advertisers are guilty of the most obvious video errors, but publishers and platform providers sometimes share the blame. Among the more egregious offenses are serving the same video pre-roll multiple times during a content series, forcing long-form ads ahead of short-form videos, reusing video spots without regard to screen aspect ratios, and autoplaying—with audio!—without the user’s permission.
