NEW YORK — As the online video market has grown, ad prices have dropped, says Todd Gordon, EVP Integrated Trading at Magna Global, during an interview with Beet.TV. That’s a natural evolution in the marketplace, he added. “When digital video was first available it was the most premium thing on a plan. As spending increases, the price in general has come down as there is more availability,” he tells us.
Next up for digital video is a better understanding of how to allocate media spend. For now when determining allocations, Gordon says media planners look at usage across screens and other tools to assess reach and frequency. Social media also plays a role in helping to understand effectiveness of digital marketing. “Social media is another measure of performance to see how attentive the user is and are they taking action..Broad strokes, it is an indication of commitment and passion,” he says.
Gordon also delved into real-time bidding and Magna Global’s three-year plan to automate about 50% of media transactions. For more insight, please check out this video interview.
Magna is the media holding unit of IPG Mediabrands.
Gordon was a panelist at the Beet.TV Video Ad Effectiveness summit presented by Nielsen.