PHOENIX — Once mobile video standards are developed and adopted, the next step will be retooling the mobile ecosystem to implement those standards, says Cary Tilds, Group Innovation Officer at GroupM, in an interview with Beet.TV at the annual IAB Leadership Meeting. We caught up with her to discuss challenges and opportunities in mobile measurement, as well as second-screen apps.
"[In mobile video] there is the technology infrastructure being used and deployed by brands and agencies on a day-to-day basis, and we still have alot of work to do to identify those technologies that will help us in the mobile ecosystem to make sure we can properly measure mobile video views," she says.
Understanding standards and infrastructure will help drive more ad dollars in mobile. "The consumers are there and there is inventory to be had," she says. Tilds points out too that she's keen on advertising opportunities in connected devices, and expects those may lie in tablets used in tandem with TVs or on the connected sets themselves. On the second-screen front, some of the players to watch include Zeebox and Shazam, she says.
"When we get an app-like ecosystem developing for the second screen, that's when the marketplace will explode," she says.