Teads/Digiday Study: The Big Programmatic Challenge Is To Improve The User Experience In Video Ads

Teads partnered with Digiday to understand how buyers are meeting the new demand for programmatic video while they trying to balance reach and results. For this, they surveyed 318 agencies and brands to know their video preferences, concerns, and strategies into 2017. The study called Powering Programmatic Video, revealed three key findings: 1. The majority of programmatic video inventory sales are completed through open exchange despite a desire for premium quality., 2. Programmatic opportunities lie in outstream video as ad spend continues to grow, and 3. Improving the user experience of video ads will be the biggest programmatic challenge this year.Programmatic is pushing video, according to the study. Regarding digital advertising, for 84% of those surveyed, programmatic is as important or even more than direct-sold inventory for their 2017 media strategy. Programmatic speeds up the process and automates the more labor intensive aspects in real time. 97% expressed that the user experience is important when considering the ad buys. “If premium inventory is the goal of many buyers surveyed, the biggest challenge lies in improving user experience while smoothly integrating mobile video ads” the study points out.