Restoring quality and trust in video advertising
For years, TV ads have been heralded as the gold standard for building brand awareness and achieving broad reach. Yet, the reality is clear: TV ad inventory has been on a steady decline. This trend poses significant challenges for advertisers seeking premium video ad placements.
While the rise of on-demand video and streaming platforms might seem like a natural solution to offset this decline, the math doesn’t quite work out. As Alyssa Boyle from AdExchanger points out, the ad load on streaming platforms is roughly 30% of what traditional TV could handle. This means streaming can’t make up for the shortfall, leaving advertisers grappling with a shrinking pool of premium video inventory.
In this blog post, we’ll explore why current video advertising solutions fall short and how we can redefine video advertising to restore quality, trust and premium experiences.
Limited supply meets escalating demand
The issue is exacerbated by surging global ad budgets. Statista predicts that global ad spend will nearly double between 2020 and 2028. With limited supply and escalating demand, the landscape has become a breeding ground for business innovation - and compromise.
Two types of companies supposedly filling the gap in video inventory have emerged:
- Social platforms
- Sales networks
Each has developed unique strategies to capitalise on the demand, but both fall short of delivering the premium experience advertisers once relied on TV to provide.
Social platforms: Reach meets risk
Social platforms like YouTube, Facebook and TikTok have become advertising behemoths, leveraging their vast user bases to generate substantial video ad revenues. Their reliance on user-generated content (UGC) offers advertisers an unparalleled reach. But this model comes with significant drawbacks:
- Brand safety risks:
Advertisers have limited control over the context in which their ads appear, risking placement alongside unsafe or offensive content. - Inconsistent quality:
User-generated content (UGC) lacks the brand-aligned environment TV once guaranteed.
For advertisers, the result is a trade-off: reach at the expense of control. A heartfelt, high-quality video ad can be undermined if it appears next to divisive political memes or questionable viral content.
Sales networks: Competitive, unregulated and nontransparent
Sales networks offer a different approach, selling outstream video ads across a wide array of publisher websites. While these companies often emphasise premium context and brand-safe environments, the space is highly competitive and largely unregulated. This intense competition for ad budgets has driven questionable practices that artificially inflate performance data, such as:
- Videos play when not in view
- Ads continue to play even when users switch browser tabs
- Video players shrink into small, sticky formats as users scroll
These scenarios create a misleading picture of ad performance, with inflated completion rates and other KPIs that suggest success, even when users weren’t even able to see the ads. The outcome is a far cry from the premium experience and effectiveness once delivered by traditional TV advertising.
Adnami’s mission: Restoring premium video advertising
At Adnami, we recognise that these challenges demand a new approach - one that restores quality and trust in video advertising. We’re committed to ensuring video as a premium format for brands and audiences alike.
Here’s how we’re making it happen:
- Premium context:
Our network of certified, high-quality publishers ensures that ads appear in environments that reflect positively on your brand. - In-view-only playback:
Our video formats guarantee that ads only play when they’re fully in view, ensuring genuine engagement and transparent data outputs. - Comprehensive metrics:
We go beyond basic view counts, offering detailed attention and performance metrics that truly measure impact. - Advanced streaming technology:
Our cutting-edge streaming technology provides seamless playback, even in challenging network conditions.
The Adnami difference
Imagine your brand’s video ad seamlessly delivering an emotional punch, surrounded by premium, brand-safe content. Now imagine metrics that provide a crystal-clear picture of performance, paired with technology that guarantees optimal delivery.
At Adnami, we believe video advertising should be more than a fake numbers game. It should be an experience that resonates with audiences and builds brand equity. That’s why we’re championing a return to quality, creating video ad solutions that elevate the format - and the brands that invest in it.
