BrightRoll Releases 2nd Annual Publisher Report

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Video advertising network BrightRoll has released its second annual BrightRoll Publisher Report, a survey of U.S. publishers on trends in digital video advertising.

This year's study sees growth for video advertising networks. Nearly three-quarters of publishers sell 20 percent or more of their ad space through networks, it notes, and nearly half work with 5 or more networks.

Despite the increased adoption of VAST (video ad serving template) and VPAID (video player ad interface definitions) standards, publishers still see the lack of standards as the greatest barrier to growing the market. When asked about barriers, 42 percent said standards and 39 percent said interruption of the user experience.

Barriers to growth in mobile video advertising included technical integration problems (47 percent), standardization (43 percent), and a lack of advertisers (37 percent).

Respondents believe that shorter ads perform better online, with 67 percent saying that 15-second ads do best, while 27 percent prefer 30-second ads.

The report also asked respondents why they work with ad networks. Publishers said to increase revenue (55 percent), increase fill rate (21 percent), and sell remnant inventory (16 percent).

"Driving innovation in the digital video advertising industry is a priority for BrightRoll, and our annual surveys are one of the tools we use to identify where the potential for growth lies," says BrightRoll CEO Tod Sacerdoti.

Those interested can download the entire eight-page report from BrightRoll.

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