Video Advertising & Emerging Markets

These changes urged major advertising networks to adapt fast and think faster about their strategy and assets; we have seen performance-advertising networks acquiring technology companies to gain an edge over their competitors and to create a sustainable business. In the other hand, we’ve seen industry giants taking a leap of faith and becoming more involved in advertising models outside their comfort zone or main assets (Facebook acquiring LiveRail, Verizon acquiring AOL, Yahoo acquiring BrightRoll, Group M acquiring The Trade Desk and so on).

Ultimately, these rapid changes encourages inventors, entrepreneurs and media professionals to search for a “blue ocean” where they can become market leader and establish a true asset. The first place to look at is the less attractive markets on the short term and focus in creating a revolution for the long term.

After the explosive growth of video advertising in tier 1 markets in the last few years, and with the help of other components in the digital ecosystem (Netflix, Vimeo, DailyMotion just to name a few) Video advertising is becoming more attractive in emerging markets – hence the opportunity. The numbers are extremely encouraging when it comes to video content consuming, and when it comes to lack of competition to YouTube as a main source for content consumption. Video is available only for the rich – medium small publishers can’t afford to buy video content, or to pay for top notch video technology to serve for their users, so if it happens and they decide to serve video content it’s a YouTube embed player/content. Hence the opportunity.

Do not be fooled by the glamour of the opportunity, it’s a grueling process of educating publishers and advertisers, tackling endless objections and understanding a different mindset and culture. However, if you manage to survive this process successfully, the reward is mighty – creating market in vacuum will eventually make you a market leader.

It’s the perfect time to invest in video advertising in emerging markets, you need to be smart and ready for it, with an innovative technology, excellent user ex prince and a high partner satisfaction awareness.