SEVILLE — The time for playing around with small change is over – it’s time to put your hand in your pocket and put real money on the table.
That’s what one ad-tech exec says about the manner in which ad buyers have thus far approached the two biggest emerging media channels – mobile and video.
“Marketers have thought about video and mobile as experimental,” Quantcast operations VP Adrian D’Souza tells Beet.TV in this video interview. “In the next two to three years, I see it all coming together:
- “Roughly, desktop will represent 50% of spend. Half of that will be for display, half of that will be video.”
- “Mobile will represent the other 50% – half of that in display, half in video.”
“For marketeers and media sellers alike, it’s really important to get these experimental budgets out in to the mainstream and focus on a comprehensive product mix that services all the needs.”
Quantcast is the digital measurement company that helps advertisers find audiences. Last year, it launched “search-powered audiences”, allowing brands to anticipate consumer intent, and its “audience grid” technology, making available consumer usage, purchasing and car ownership data for targeting purposes.
This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis. Please visit this page for more videos from Seville.