OMD Chief: Global Brands Have Different Perceptions of Video

By on 07/03/2014 10:48 AM @daisywhitney

CANNES, France — Brands from around the world still have different perceptions of video and how it fits in the media mix, says Mainardo De Nardis, CEO of OMD Worldwide, during an interview with Beet.TV about video at Cannes. “We had a meeting with some clients from Latin America, including Brazil, and it was clear there was a separation between TV and video. Then we had a meeting with clients from Western Europe and the US and everything was all about video, and it didn’t matter the platform, whether TV or Internet-based. They see it as video.”

Development of video is different around the globe because consumers use video in different ways, he says. The greatest opportunity in video lies in personalizing the content for the consumer. “You can segment and better understand your target and have the right content for the right audience,” he adds.

De Nardis also discussed the evolution of Cannes in the 24 years he has attended the show. Previously, a creative-centric event, now Cannes is the epicenter of innovation and creativity for advertisers, he says.

OMD had recently been in talks about combining with Publicis Groupe, but the merger fell through last month.

Please find more Beet coverage of Cannes Lions here.

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