Online video is the fastest growing digital ad format, and the viewing audience is already shifting attention seamlessly from screen to screen. But many marketing organizations are still stuck with TV and online video silos, which lead to costly redundancies and time-consuming workflows. In a Spotlight presentation at the iMedia Content Summit in Huntington Beach, Calif., Robert Haskitt, CMO of Extreme Reach, pointed out that there is a much better way.
Extreme Reach offers a single platform that enables marketers to manage, deliver, and measure video ad campaigns across every screen. As such, Haskitt knows a little something about convergence. "Everyone is talking about convergence in online video and TV because it's both a challenge and opportunity for advertising," said Haskitt, noting that if agencies structure their teams correctly, they'll be able to focus more on the opportunities and less on the challenges.
About 90 percent of digital video ads also run on TV. Haskitt noted that most of his clients view this overlap as being beneficial because it:
- Extends or recovers TV reach
- Enables consistency of message
- Leverages investment in ad creative
- Gains cross-channel lift
In fact, research has shown a 33 percent lift in brand recall when TV and digital video run together in campaign. So, if TV and digital video are stronger together, why aren't agencies managing those processes together? Haskitt noted that an Extreme Reach survey of agencies found that 29 percent of agencies have their digital teams handling digital video -- a siloed approach that results in significant inefficiencies. Only 22 percent reported having one traffic team for both TV and digital video.
The process of trafficking digital video is inherently more complex that TV, which has become streamlined and automated over the years, Haskitt said. However, when TV and digital video teams are combined, a cross-media video workflow can be created that can ultimately reduce the number of steps involved, eliminate errors, and result in better reporting, clearer results, and a better user experience.
"If you can look at TV and digital video together, the process gets very light," Haskitt concluded. Thus, to succeed in the new world of converged TV and digital video, the responsible teams need to converge as well.