Google reckons the US video advertising market could hit $10 billion in the next couple of years – and says it has a full suite of services ready to help marketers capitalize on the opportunity.
Media platforms sales head Jay VanDerzee tells Beet.TV Google has been playing in programmatic and real-time bidding for several years now.
“Over the last two years, we’ve focused energy on online video,” he says. “We’ve seen the market go from only a couple of hundred million dollars to probably around $4 billion in the US market, the growth getting to somewhere between and $8 billion and $10 billion over the next couple of years.”
eMarketer yesterday forecast Google’s YouTube could make $5.6 billion from ads worldwide this year.
Asked what differentiates Google from other players in this space, VanDerzee says: “We do have a fully integrated buy-side solution – everything fom the core ad-serving infrastructure to the creative suite, the data and analytics, the exchange, the bidding system – that presents the op to have one single cookie space on behalf of an advertiser, a true integrated stack.”
This segment was recorded at the Beet.TV leadership summit on television and programmatic advertising hosted by Xaxis and sponsored by Videology.