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While brand safety issues around online video advertising persist, don’t expect spending on the format to slow any time soon.
According to a new WARC global ad trends report, advertisers are expected to spend $29.8 billion on online video this year, an increase of 27.5 percent, with most of that going to social media platforms. WARC attributes the increase, in large part, to the continuing rise of mobile video.
According to WARC, one in 10 online video placements pose a “negative adjacency” risk for brands, while the medium is also a prime target for ad fraud.
WARC data director James McDonald put the onus for brand safety issues on social media platforms, which, he said, “have offered brands assurances but who are still coming up short.”
“Indeed,
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