The leadoff session at the recent Video Ad Summit focused on the topic of whether TV and video advertising are converging or diverging. In other words, are advertisers going to opt for converged, multiscreen campaigns that incorporate TV, or is ad spending a zero sum game with advertisers shifting spending from TV to video?
With tens of billions of dollars of annual TV and video ad spending, obviously this is a pressing question. Scott Ferber, Chairman and CEO of Videology, kicked off the session with a compelling presentation that made the case for convergence, with data playing a key role in making this happen.
Then Scott moderated a discussion with Andrew Feigenson (Managing Director, Digital, Nielsen), Kris Magel (Chief Investment Officer, Initiative U.S.), Melissa Roberts (GM, Enterprise Solutions, FreeWheel) and Brian Wieser (Senior Analyst, Pivotal Research Group). The group dug into the convergence-divergence question from all angles.