Each week it seems there's another research research report showing how viewers are increasingly splitting their time watching video on multiple devices. Audience fragmentation is creating new opportunities and headaches for advertisers trying to reach their target audiences efficiently and cost-effectively.
This was the topic of one of our panel discussions at the VideoNuze Online Video Advertising Summit a couple of weeks ago, which included Marc DeBevoise, SVP/GM, Entertainment at CBS Interactive, Suzanne McDonnell, SVP, Ad Solutions, Discovery and Anupam Gupta, President and CEO, Mixpo, with Nick Buzzell, President and Executive Producer, NBTV Studios, moderating.
Two of the recurring themes of the session were that simplicity is essential for advertisers to capitalize on advertising opportunities across three screens and that it is still early days, so multi-screen advertising approaches vary depending on specific circumstances. The excitement around new technologies and devices is compelling but understanding client objectives and their level of sophistication is crucial. This is one of the reasons that pre-rolls, mid-rolls and post-rolls have become omnipresent; they're comparable and complimentary to existing TV advertising, making them relatively easy to work with.
There were lots of other great insights and lessons shared in this 25 minute session.