-
I think many "experts" vastly overestimate how much good video ad inventory exists & gets made and how badly bad and repeating video ad content devalues a platform in the eyes of users.Permalink On twitter.com
❤️ 26 Favorites
Mood -3 🙁
-
Ad fill is terrible on CTV already and the type of lazy buying that agencies prefer to do at scale isn't being aided by the fragmentation of the space into ever more platforms. The marketplace just isn't there yet.Permalink On twitter.com
❤️ 9 Favorites
Mood -4 🙁
-
We've spent a decade trying to make video happen online and it only really works on fraud sites that can take really low CPM on their content because they steal it or on the literal largest platform and even on YouTube it was run at a loss for an extremely long time to get scale.Permalink On twitter.com
❤️ 4 Favorites
Mood -9 🙁
-
And even YouTube isn't profitable for the *actual creators of the content* who have to supplement with other platforms like Patreon. Making good video content, hosting and streaming it is too expensive for digital advertising prices.Permalink On twitter.com
❤️ 3 Favorites
Mood +3 🙂
-
All these new CTV platforms and... say... Netflix... *make their own* content. It's an extremely expensive thing to do and at mostly inflexible costs. Especially because the unionization of Hollywood means that they can't scale up content creation without scaling up costs.Permalink On twitter.com
❤️ 1 Favorite
Mood 0
-
Even for legit digital publishers who manage to mostly avoid their workers organizing for a fair wage, making video content rarely breaks even on digital ads.Permalink On twitter.com
❤️ 1 Favorite
Mood +1 🙂
-
People mistake the new digital tooling as a major decrease in cost for video production, but cameras and mics were never the major expense of making TV out movies. The amount of time, skill, and physical goods required to do video effectively for a mass audience is still high.Permalink On twitter.com
Mood 0
-
And that's not even getting into streaming costs and budget stability concerns.Permalink On twitter.com
Mood 0
-
Like... I don't know if most realize this, but digital ad revenue is not a *steady* stream like you need to support large high quality productions. There's a reason that YouTubers only really started getting elaborate once they had the ability to get people to personally sub...On twitter.com
Mood +10 🙂
-
And the hosting costs and streaming costs of digital video are basically as low as they can get and they can't get much lower. During peak times Netflix takes up 40% of *all downloads* in the US. bbc.com/news/technology-45745362 Video is expensive in every way.Permalink On twitter.com
Mood 0