AOL surveyed three hundred publishers in the UK and the United States to identify the effects of data and automation on their businesses. Most of the respondents chose video as the top revenue driver for 2017. Fifty six percent of the US publishers, and more than 50 percent of the UK respondents, named better-quality creative videos as the primary reason for this expected change.
Other explanations publisher gave for the increased status of video were better load times, improved user experience, and interactive ads. Of those surveyed, 53 percent thought that improved personalization and targeting of video ads will contribute to their growth.