For the last eighteen months, most of the ZEDO/ZINC emphasis has been placed on mobile, and on high impact video formats. For a while, the market wasn’t ready for us, even when we had the formats ready to go. Then, slowly, we began to pick up steam when we made presentations. Now it has become increasingly clear that we’ve got something no one else has right now. We’re the leader in in-stream monetization.
Our unit is completely unique because it opens up out of the page, which creates a new revenue opportunity for people who are out of video inventory. Although it isn’t an interstitial in the conventional way, it can be thought of that way for purposed of viewability.
Last week was the Digiday Digital Publishing Summit and Jack Wagner, our Vice President of Business Development attended. He reported back that all anyone talked about was video on mobile.
Presenters were saying that mobile has exploded. The volumes are off the charts. User adoption of mobile this year has grown over 400%. The ability to monetize themselves with video on mobile. Publishers are now ready for it. They’ve accepted programmatic buying as well as selling direct, and they have made peace with high quality sponsored content. All twenty top publishers now have clean single scroll feeds, into which advertisers will be encouraged to supply content or ads. Realistically, that’s the only thing that works on mobile, because consumers will not tolerate much intrusive marketing on their mobile phones.
Our video ad formats work really well in mobile streams, especially the inArticle format, which we’re considering renaming inStream.
After all the shifting to digital, one thing that also was discussed this time was a mini-resurgence of print.According to Larry Kramer from USA today, the better digital gets at giving you what you want, the less able you are to discover something new. Ironically, the more accurate digital gets in its targeting, the more people realize they’re in what Eli Pariser called “The Filter Bubble,” a universe in which they don’t have an opportunity to discover new content, but keep getting fed the same niche types of stories. As a result, several publishers, including Politico, have launched premium print editions.