More than half of UK and US publishers believe video advertising will be the key driver for revenue in 2017, according to a survey by AOL. Both groups see off-site monetization as a priority with 86% of U.K. publishers relying on third parties, such as Facebook and Google, for a quarter of their traffic. Those using it in the U.S. are less sure they’ll continue with it: 22 percent of the 50 percent using it say they either aren’t certain they’ll continue with it or have no plans to install it. The report also found that more than 60% of marketers are looking at mobile ad formats like native ads or pop-up ads, which can cost less per click but have higher conversion rates.
More than half of UK and US publishers believe video advertising will be the key driver for revenue in 2017, according to a survey by AOL. Both groups see off-site monetization as a priority with 86% of U.K. publishers relying on third parties, such as Facebook and Google, for a quarter of their traffic. The report also found that more than 60% of marketers are looking at mobile ad formats like native ads or pop-up ads, which can cost less per click but have higher conversion rates.