Video is now advertisers’ greatest opportunity — 90% of US online adults ages 18 to 24 watch online video weekly — and as a result, Forrester expects spending to grow 21% annually over the next five years. But the number of ad tech companies that have jumped on this opportunity has created a complex and inefficient ecosystem. And despite recent acquisitions, consolidation will have its limits, writes Forrester in new research. After two years, expect a new, audience-centric video ad ecosystem to emerge that will:

  • Adopt programmatic buying to streamline manual processes, including planning, negotiating, and buying.
  • Increasingly value data about viewers to power targeting capabilities.
  • Converge new vendors into existing legacy workflow solutions to present a simpler interface to planners and buyers.
  • Integrate consumer data across all stages of video campaigns.

Learn more about the research here.