Starcom’s Richman: Cross-Screen Investment Rising, Discovery is Next Frontier

By on 11/05/2013 3:12 PM @daisywhitney

The next big push in online video content may lie in discovery, says Amanda Richman, President, Investment and Activation, Starcom USA, in this interview with Ashley J. Swartz for Beet.TV.

In the last year, Starcom studied the perception of online video and TV ads and learned that consumers don’t distinguish. “We kept coming up against this perception that TV is better from a quality standpoint and premium and therefore should attract more money and that online video might not be the same value…In an environment where we don’t tell consumers the creative source, there is a neutrality [in the perception of what’s better.] It’s not where the content is shown so much as the quality of the content. There is a great opportunity then for online video to compete with TV from the perception of quality once you discover it,” she says. “The big push is how to make online video more discoverable, especially original online video, and how do we increase the exposure because once exposed people have the same positive experience.”

Starcom is a big proponent of cross-screen measurement and storytelling. The next step in the growth of cross-screen video lies not only in being “video neutral” but in being “video knowledgeable” and fine-tuning the video, the ads, and the creative for the particular screen. “We believe context still matters and we ask what’s the right format,” she explains, adding that Starcom is focused on cross-screen experiences through its various brand experience units from Liquid Thread to the recently launched Zero Dot.

For more insight into cross-screen measurement, creative and reach, check out this video interview.

Beet.TV spoke to Richman earlier this week in New York at the Beet.TV summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion.




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