Our CEO Frank Sinton participated in a Digital Hollywood panel earlier this week – Innovation in Video Advertising: Enhancing Brand Experience – Maximizing Revenue in Syndication, Ad Insertion and Live Streaming.
The panel was moderated by Lauren Cole of Cole Media and included: Cory Klippsten, Fuisz Interactive Media; Nikao Yang, AdColony; Yahav Isak, Digitas Health; Offer Yehudai, Inneractive; Joseph Dumont, Pandoodle; and, of course, Frank.
The conversation focused predominantly on current trends in digital video advertising, while also looking ahead at things like mobile search evolving to better surface elements of video advertising. Here’s some quick highlights and takeaways from our team who had the pleasure of sitting in..
The panel had a long discussion about the important role responsive design plays in mobile video advertising. There’s a unique design and different anticipated responses advertisers need to think about for each specific publisher. As all panelists agreed: Taking a 30-second TV spot and using it for mobile video won’t work.
Specifically, here are a few questions to take into consideration when considering responsive design: Is it running in a pre- or mid-roll spot? Is it popping up during a photo gallery? What’s the correct format for a 6-second ad (Vine-esque)?
Advertisers need to curate and customize content based on the environment the ads are being served in. This is really important for creatives in mobile video.
Plug & Play
Another major theme was the need for platforms that offer scalability, and most agreed the key to achieving this is through plug and play automation. As Frank pointed out, at Beachfront Media everything from our Builder app platform to our breachfront.io programmatic ad platform is plug and play and simple for non-technical people to use. For example with Builder, you can build an app that works across mobile devices and connected TV platforms in less than 10 minutes.
The industry needs to offer advertisers and publishers tools to easily plug in their assets and the platform does the building, customizing and delivery for them.
Frank really drove the discussion surrounding native advertising. Beachfront’s focus is to maximize monetization for video publishers. As Frank explained, Beachfront’s differentiator is that we combine the premium video publisher real estate with our IO platform to bring truly native ads to each individual mobile experience. Put simply, the creative needs to be specific to the mobile environment the video ad is placed in.
It’s about being smart, contextual and having good creatives that are customized for the wide array of unique mobile experiences across publishers.
Lauren ended the panel by asking what each panelist is looking forward to in the future. Frank’s final takeaway was fun: He wants to use new high-megapixel phones to snap pictures of objects to learn more about what’s surrounding him in the physical world.
In closing, here are a few of our favorite quotes from the panel:
There’s a lot of brand engagement that can happen on mobile that you can’t enjoy on TV.
Mobile is the best place for advertisers because it combines sight, sound and motion with action.
Beachfront is enabling content anywhere it can be. Our job is to talk to advertisers about ways we can facilitate healthy engagement between brands and viewers.
The value of demos and live examples can’t be understated when communicating with advertisers what really works.
That’s all. Hope you enjoyed it.