IAB chairman makes the case for the importance of video for brand marketers and outlines what to watch for during the two-week video showcase and marketplace.
The popular media industry narrative has always revolved around a war between worlds. Television and video duking it out for primacy, especially around the NewFronts and upfronts season. Mobile and PC have long been pitted against each other, in spite of their complementary nature.
Today's consumer is crossing screens, jumping between smartphones and laptops and smart TVs, watching short- and long-form video at a steady clip, and consuming news, information and entertainment at a velocity never seen before.
Programmatic direct, data aggregators, cross-device tracking, viewability metrics. Take a look at the themes that dominated the advertising media over the past year and you come away with the impression that our industry is all about technology.
We are at the brink of a watershed moment in digital video. The Digital Content NewFronts has become an integral part of advertisers’ annual budget planning.
Looking back at the last year and looking forward to the next, I’m reminded that many of the world’s biggest brands and companies, such as Anheuser-Busch, McDonald’s, General Motors and