CANNES — Ideally, in-stream video advertising will give viewers control and let them impact the narrative in the future, says Jonathan Hoffman, President of Experience Design at Starcom MediaVest Group, during an interview with Beet.TV.

With targeting techniques available, viewers now expect they’ll be shown or served something that is relevant emotionally and contextually. “It comes down to the quality of the story and whether or not it’s interesting,” Hoffman says. “With as many people as there are, there is probably a brand and a commercial message that will offer some piece of content for that person.”

Hoffman also spoke about advertising opportunities within Twitter, the role of big data, and the formats available.

Hoffman was a participant in a panel at Cannes Lion hosted by Tremor Video.