With the news of Instagram launching its Instagram TV, it’s pretty evident that video is the future of advertising technology. Hsiao-Chi Weng, our Director of Video Operations understands the importance that video advertising will play in the future. For this edition of Friday Fives, Hsiao-Chi offers some advice on how to monetize the often-challenging space, skills needed to perform her job; and dishes on the pros and cons of living in New York City.
How did you get your start in working in video advertising?
I started my career on the agency side and witnessed some interesting changes within the digital boom. As advertising dollars continued to shift to online, I had a chance to learn the ins and outs during the early stages. I was fascinated with digital advertising in general, specifically in video, so I dabbled in the programmatic video world. I have worked in the space ever since and never once regretted my decision.
Access to mobile video inventory can be challenging for some companies. Do you have any advice for them?
Focusing on quality and valuable content would be the key. The quality of the site/app where video appears is one of the most important factors to monetize video business. Additionally, companies should be sure to partner with trusted platforms that will customize ad players to fit their needs. This streamlines the process and helps to monetize content with flexible pricing and innovative video opportunities (in-stream, out-stream, native, and etc.)
What do you think is next for the state of video advertising?
Video advertising is still on the rise and will continue to grow in size and complexity. Innovations in mobile such as vertical video will be a revenue driver for both advertisers and publishers. Thanks to the popularity of social media, user-generated content will also be trending within the near future. Lastly, as companies continue to adapt to the sophistication required for video header bidding, publishers will see significant profits from the technology.
What are some skills/tools that you use on a daily basis to perform your job?
When it comes to work, I always try to be organized, efficient, curious, and results driven.
What is the best and worst part about living in New York City?
The best part about NYC is that you can do anything at any time in the city and that you can meet all kinds of people with different cultures from all over the world! The worst part is that it’s just too crowded — everywhere, all year round.