Navigating the Shifting Tides: The Imperative for Enhanced In-Scene Advertising

The video advertising industry needs to evolve towards a more accurate and fair pricing model: Cost Per Second Viewed (CPSV). This approach would better reflect the true value that brands receive from their video content, aligning costs with actual viewer engagement. 

Around 75% of ISM placements are embedded in YouTube videos, and more often than ever before, YouTube is being watched on a CTV device. In the past, YouTube was confined to desktops and mobile devices, but these are no longer the case. This echoes the overall growth of CTV across the industry.