‘How do we get more analytical?’: For video advertisers, tech is a steeper challenge than creative
Video advertising is a growing source of opportunity for brands and agencies. But with technology and video platforms in a constant state of flux, it’s not always easy to keep track.
At the Digiday Video Advertising Summit in Palm Springs, California, we asked execs from Direct Agents and Deutsch what keeps them up at night. As it turns out, it’s mostly technology and analytics.
Despite a years-long push to shore up their tech capabilities, these executives painted a picture of an industry that’s still falling behind when it come to measurement and video ad tech. And they told us that such capabilities are more crucial to the growth of video advertising than any other factors.
Here are some highlights:
- Dinesh Boaz at Direct Agents worries about the dual challenges of improving analytical sophistication while dealing with the exploding costs of customer acquisition.
- Boaz says that getting more analytical is the biggest challenge for an agency — more so even than getting more creative.
- Lauren Tetuan at Deutsch worries that shifting more dollars from linear to connected TV won’t be possible until measurement becomes less complicated.
- Tetuan says that agencies and platforms need robust analytics to make advertisers more comfortable with video advertising.
More from Digiday
What TikTok’s e-commerce launch could mean for marketers and content creators
TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.
‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices
While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.
Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead
After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.
Ad position: web_bfu