Online video is more measured than most other mediums, but it’s not necessarily more transparent, says Kelly McEttrick, Director of Platform Strategy for at VideoHub, during an interview with Beet.TV. We caught up with her at the OMMA Video conference this week in New York for a discussion on transparency in video media buying.
“Data transparency is needed for the right type of inovations,” she says, adding that bringing more online video players on board with transparency can drive more investment from brands.
She explains that transparency is more than a site list and it includes factors such as the time of day people are watching, when ads complete, when during the day brand lift is highest, and the size of the video player. Those data points can help brands fine-tune their online video buys even more, she says in this video interview.