Euromedia March | Page 20

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 ^\