Bob Garfield

3 basics of an effective video campaign

As we approach "video everywhere," audiences are becoming more and more platform agnostic. How do our video campaigns need to evolve to keep up?

When building a video campaign, are you sure you know who your audience is? And how do you reply to the CFO when he thinks online video is a passing trend? Scot McLernon, chief revenue officer of YuMe, shares insights for a campaign that spans devices and screens.

"Online video is a passing trend. It's going to be video everywhere."
-- Scot McLernon, chief revenue officer, YuMe

Conversation highlights

0:00 - Who is your audience?
0:45 - What are the wrong things to do?
1:25 - What do you tell a CFO who thinks video is a passing trend?
2:15 - Video everywhere, and platform agnostic
3:15 - The evolution of screens
3:30 - Video viewership on tablets

Run time is 4:23

Scot entered the business in 1995, selling some of the web's initial banners and interactive "booths" for the web's first online and offline trade show titled "Web Innovation." Since then his sales team leadership and unique advertising solutions have received numerous accolades throughout his career. He's been branded pioneer, innovator, and from time to time, a maverick.

Over the last 12 years Scot has built and led three different and very successful web advertising sales teams with the last two of those years dedicated to CBS Interactive. Scot's sales teams have frequently been cited by Forrester for highest revenue per sales person, four years in a row while at CBS MarketWatch won "best business and finance site to advertise with" and have won the acclaimed ASPY award as Best Overall Sales Team on the web.