While video may largely be a branding play, the application of "big data" can make video work harder, says Adam Shlachter, Senior VP and Digital Video Media Lead at Digitas. He spoke to Ashley Swartz, CEO and Founder of Furious Minds, at the Beet.TV Big Data Summit held in New York earlier this month about how data, metrics and video intersect. "We should look at video as a mass vehicle with 150 million people watching video each month, but we can apply data to make it more powerful," he says.
"But unlike display, video shouldn't be seen as an opportunity to buy tonnage and to cut it up for targeting," he cautions. He adds that about half of clients' digital video buys are bundled with TV, which helps to compare and contrast TV metrics. But, many clients are buying standalone digital video and even customizing assets for different digital platforms. "We are trying to create some consistency and rules around programming for different screens, whether home or an at-work audience and you do have to think about making sure your message is seen in as relevant a form as possible."
For more insight in repurposing video for different screens as well as the challenges and opportunities in privacy-compliant targeting in mobile video, check out this video interview.