LONDON — Digital video is quickly on pace to reach scale, says Liz Stark, Digital Activation Direction at Starcom MediaVest Group in an interview with Beet.TV. “Digital publishers are bringing new opportunities to the table especially with the 2014 New Fronts, and we will have the opportunity to have the complementary balance of quality and scale. We are reaching a tipping point with scale,” she tells us. That’s coming in part from growth in devices. The marketplace is seeing an uptick in connected TV, wearables and other new technology, which is all helping the shift to scale.
As digital grows, context is key and marketers need to look at where consumers are when an ad runs, such as whether they are at home or on the go. As digital video grows, so will native ads, she adds. “With native formats, there is content integration, product placement. Those are things we are already doing through Liquid Thread,” she says, referring to the digital branded entertainment division of the agency.
We spoke with Stark as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks. The series is sponsored by Videology.