coverstory_cover story 24/04/2014 12:20 Page 4
“The biggest
problem facing the
industry right now
from a measurement
perspective is a lack
of a common
currency.”
AJ McGowan,
Brightcove
substantial. As with any major industry shift,
the many entrenched interests of different
groups combined with the fundamental
infrastructure upgrades that will need to take
place will make for a prolonged transition.
But ultimately there is no way the traditional
model will survive relative to the more
advanced targeting systems,” he predicts.
Valles warns that using separate
advertising campaign systems across various
devices and platforms that don’t interact with
each other and often use different
measurement systems and metrics might
limit multiscreen campaigns’ promise of
greater efficiency and accurate reach. “Right
now advertisers are using a variety of metrics
to measure the effectiveness of multiscreen
campaigns, which may not be 100 per cent
accurate.” According to Tuminello, dynamic
ad insertion as a technology is starting to
come into its own, but is still to some extent
waiting for advertiser interest to materialize.
“If advertisers start to accept paying based
on a seven-day window rather than a threeday window, it will help to push adoption of
DAI. To some extent it's competing with
online, which has a comparatively mature
ecosystem for real-time buying and selling,
and more sophisticated targeting, capabilities
and metrics. There is likely room for both,
especially when targeting certain non-digital
demographics, but it will be interesting to see
where advertisers choose to spend their
money.”
SPECIFICS. According to RGB's
Badawiyeh, there are innovative multiscreen
advertisement insertion solutions on the
market today that enable brands and
operators to work together to deliver hypertargeted ads based on very specific
subscriber information such as the device in
use, viewing history and even the location of
the user. “While the creation of an ad zone of
a very specific market segment using
20 EUROMEDIA
expanded demographics-based information
is technologically achievable today and very
desirable for brands and agencies, these have
not been fully taken advantage of to date due
to previously agreed-upon CPM rates that do
not include multi screens and existing sales
procedures.”
Brightcove's McGowan says that if
personalised video experiences are a 24-hour
day, we are at 3a.m. “We are only just now –
with the combination of client software and
cloud-based software – reaching the point
where all the fundamental issues (highquality playback, ad insertion, measurement
etc.) have been solved across the ^\