Digital Video & Connected TV: Q&A with Chris Bennett, Pixability
Summary
The ad industry is one of the most advanced sectors in terms of tech, and brands are now able to harness artificial intelligence (AI) and machine learning (ML) to understand consumer behaviour and target potential customers more easily through online insights. Measurement of these campaigns has not been easy, because of the wide variety of content providers and delivery methods, and because even within a sector, such as social, evaluation of success is taking place across silos. Advanced online tools are being developed to bring the industry closer to unified video measurement, so brands are able to understand where multi-platform audiences are spending their time. Short-form videos equally play an important role in building fast awareness & in delivering creative messaging, leading viewers to longer and more informative content through innovative teasers. Other recent steps taken – such as allowing advertisers to target specific audiences on YouTube TV, and adding additional protection measures to deal with brand safety issues – also show its growing maturity.
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