We’ve all seen our fair share of websites where the publisher’s primary video player was a YouTube player, and it’s easy to understand why. YouTube is free, can be quickly embedded, and tracks audience views. Either you’re a publisher that doesn’t own any video content and you’re simply embedding videos from someone else’s channels, or you’re the producer who uploaded the video and you want a simple video solution for your own properties.
If you were part of the 100 million viewers who tuned in to CBS to watch the Super Bowl this year, ask yourself this: Who was the advertiser you saw the most? It’s likely that CBS definitely ranks high in your memory. Not only did CBS receive honors for having the highest-rated ad during the Super Bowl (its Person of Interest ad that aired at 10:31 p.m. EST won a household rating of 47.4, according to Kantar Media), but the network also significantly increased its advertising efforts since the Super Bowl of 2012, with 13 ads for its own programming between kickoff and the first half, compared to last year’s six.
Welcome to the era where being a contender in the technology industry means offering the consumer the vertical stack. The companies who introduced us to these technologies (Amazon, Apple, Google) have evolved, from providing a product to providing efficiencies across every layer of the spectrum (from the device to the data) – and each wants to be considered the best.