On Tuesday morning, our co-founder, Eric Franchi, sat down with Brian Morrissey of DigiDay to discuss “The State and Future of the Digital Advertising Landscape.”
“The State and Future of the Ad Landscape”
Also on Tuesday, a number of us attended the ELEVATE Online Video Advertising Summit and in the afternoon, I sat on a panel to discuss “Online Video Advertising in 2016: What to Expect.” Then, later in the day, Eric helped lead Rubicon Project’s “Let’s Fix It” summit down at the Soho House.
Rubicon’s “Let’s Fix It” event takes an innovative approach to summarizing the discussion by
sharing a graphic illustration demonstrating how to solve industry challenges
And that was just Tuesday…
On Wednesday, our CSO, Alan Schanzer, sat on a panel at OMMA Video to discuss “The Paradox of Video Supply and Demand,” and was quoted during the panel on MediaPost Raw for his commentary on “what is a video ad.”
Eric’s video interview was then shown at DigiDay’s Digital Publishing and Advertising Conference on Thursday where we had multiple representatives from Undertone there to watch.
Many of the discussions we were involved with had a keen focus on where the industry is headed, what needs to happen, and how companies – like Undertone – fit in. Below are a few key points/takeaways from the week that I wanted to share.
- What defines premium video content in the future is simple – online video so compelling that nearly everyone wants to complete the in-stream ad views (yes, this is my definition that I unveiled on the ELEVATE panel).
- Digital video terminology must be uniform and identifiable before we tackle the measurement conundrum.
- Online video advertising needs to be made as easy to buy/sell as traditional TV (automation and standardization both key).
- There needs to be continued innovation within online advertising, and that innovation needs to span not only targeting and measurement, but also new ad formats.
- Brands need to feel safe online and our industry needs to be the catalyst through focus on increased transparency and less confusion.
In addition to the above summary, let’s not forget the successful launch of PageSkin, and to cap it off, our CEO, Mike Cassidy, being named Ernst & Young’s Entrepreneur of the Year New York in digital media. What a week!