CANNES — Video will become ubiquitous and will disrupt many aspects of the media landscape, says Dominique Delport, Global Managing Director of Havas Media Group, in this interview with Beet.TV about the future of video advertising.
Consumers are engaging with video on nearly every platform and service across most digital devices, he says. From Vine to Instagram to YouTube to Facebook, they are participating and engaging in video in new ways.
As this video landscape changes, brands need to stay abreast of new technologies. “Brands need to try and to test. It can’t just be putting their copy on TV, but shorter online. They need to be their own publishers,” he said. Content production is important especially as consumption barrels in new directions. As an example, Delport points to South Korea, which isn’t a “mobile first” culture now, but more of a “mobile-only” one with 85% smartphone penetration. Also, in China recently, a documentary about smog pollution was seen millions of times via an app, he says. These underscore the worldwide shifts.
Marketers need to be aware of how quickly habits are changing and how new technologies in mobile and video are driving disruption, he adds.
This video is part of our series about the future of video advertising, produced at Cannes and presented by Teads. The video was recorded on the Teads yacht. For more videos from the series, please visit this page.