Paid ads that are never seen? Brand pre-rolls in front of unsavory videos? That’s a recipe for destroying advertisers’ trust. A panel shows the steps that need to be taken.
Big data is only the start: Someone has to sift through those numbers and find something useful. That takes time that could be spent producing quality content.
Move ads to different dayparts to reach targeted viewers? No thank you, say the major brands; just give us massive prime time ad buys.
A CES panel about reaching consumers on TV and online video managed to agree on one thing: Measurement for online video ads isn’t there yet.