From the conversations that we’re having with clients, there’s a new digital divide forming and its catalyst has been the evolution of online video.

The capacity for ‘televisual’ content on the web was expected to provide a route to all the brand cash that lay waiting in the hands of TV buyers. But, in the digital industry’s efforts to attract those budgets, somehow the brilliant fundamentals of online got left behind.

Traditional pre-roll is interruptive and broadcast; it is the TV model transported to the web. And, if the brief history of the internet has taught us anything, it is that, to succeed on the web, an idea must be borne of it.

The digital industry has made major advancements in the last few years in terms audience aggregation and targeting, engagement pricing models and amazing, user-friendly creative formats. But, while pre-roll is packaged up along with VOD and sold to TV buyers at a premium, the new online video offerings that combine the emotion and impact of TV with the audience efficiency and engagement possibilities of the web – are taken straight to the digital guys one floor down. This has to change.

AdoTube is the leading global in-stream advertising technology company. AdoTube’s powerful and flexible technology provides a complete video advertising platform with extensive, unduplicated reach, advanced audience-based targeting and compelling, customised ad formats.

With AdoTube In-Stream Targeting you can reach consumers within individual videos, as well as deliver compelling in-stream creative, which increases the engagement and relationship between your brand and consumers. Our team of media experts works with you to leverage the right targeting approach to achieve your brand goals. We have an arsenal of targeting capabilities including: Audience targeting, Category Targeting, Contextual Targeting, Geo Targeting, Response based Targeting, and Sequential Targeting.

We as an industry have worked hard to attract traditional, big brand, big budget campaigns. But, unless we combine the best of both worlds – the emotion and impact of TV with the fine-grain targeting, measurability, and interactivity of the web – the digital divide will remain.