Fragmentation, Multiple Devices to Complicate Job for Digital Media Buyers

Understanding measurement, consumer behavior and viewer habits will be challenging for the next several years. That was the conclusion of most panelists who spoke at the Beet.TV Online Video Leadership webcast in New York last week.

The proliferation of platforms coupled with increasing consumer reliance on mobile devices is complicating the job for media planners and buyers, said experts at Adap.TV, ESPN and other companies at the roundtable.

But the job of a vendor is to simplify the business for media buyers, and if there is an audience for digital video that's what matters, added Mike Hudack, CEO of blip.tv.

Buyers do have access to insightful research on digital viewing habits, though, that helps guide plans, said Donnie Williams, chief digital officer at Horizon Media.

This video is a highlight of the August 23 Beet.TV Online Video Leadership webcast. The entire session can be found here.

Daisy Whitney

By Daisy Whitney on September 6, 2011 @daisywhitney

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