InMobi brands executive director Stephanie Sarofian‘s light bulb moment came after reading a recent US census.

“Not only have families changed… the way people act, their interests, their behaviors, the way they buy have changed relative to those demographic changes,” she told Beet.TV’s cross-platform monetization summit, hosted by Starcom MediaVest and sponsored by Dailymotion.

“I realized, we’re multidimensional – marketers need to speak to us in these multiple dimensions.”

The realizations of today’s new reality add up to what Sarofian calls “the era of you”.

InMobi recently overhauled its AppGalleries feature, letting brands make apps with ads inside.

Sarofian was interviewed at the summit by Furious Minds CEO Ashley Swartz.

Watch the full video interview to hear how Sarofian believes mobile media can finally execute direct-marketers’ 20-year-old dreams.

In addition, DVR penetration is slowing down, and Forrester’s Research find that 25% of consumers with DVRs don’t watch anything on them, while another 30% only watch about five shows a month on the DVR. “Is it worth the etxra $5 to $10 a month?”

Nail also expects that marketers will be drawn into deeper business discussions around media modeling, revenue lift, share of voice and other topics as cross-screen advertising and measurement progresses. For more insight into OCR and measurement, check out this video interview. During the discussion, Nail is joined by Andrew Feigenson of Nielsen, SVP Digital Client Services at Nielsen, and Amanda Richman, President, Investment and Activation, Starcom USA.

Beet.TV spoke to Nail recently in New York at the Beet.TV summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion. In this earlier interview, Nail dived into the future of the DVR in greater detail.

AdTonik is a TV audience extension platform for mobile devices that lets brands and content owners reach mobile users based on how they watch TV, he explains. “It’s about how you are lifting the performance of TV with mobile. One of the things we notice is it’s not just the real-time nature of TV to mobile. You don’t just want to deliver another ad,” he says, adding that timing up the two mediums to work most effectively is ideal. Look for more retail brands to use mobile during the holiday season. For now, mobile ad buyers are driving most of the cross-screen buying of mobile and TV, he says.

Beet.TV spoke to Masters in New York at the Beet.TV summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion.

“You’ll see something from over the next four to six weeks – a video-only offering in mobile,” company video SVP J.R. McCabe told Beet.TV’s cross-platform monetization summit, hosted by Starcom MediaVest and sponsored by Dailymotion.

“Mobile video had been a nascent offering in Time Inc until, 10 months ago, we started a very, very steep and strong development curve on that.”

It’s a marker of how far mobile has come as a content consumption platform in its own right that we are now seeing context-, device-specific channels launch, sweeping aside media companies’ historic strategy of taking core content on to multiple screens.

At Beet.TV’s summit, McCabe also hinted that Dailymotion would soon be added to its recently-launched video partner network, extending Time Inc’s increasing video production capability across the French-owned video service.

Watch the full interview for how the publisher is trying to extend its multi-platform credentials whilst also being spun out from its owner.

“It will continue to be more fragmented, there will be tons of different ways to consume television,” Innovid CTO Tal Chalozin told Beet.TV’s cross-platform monetization summit, hosted by Starcom MediaVest and sponsored by Dailymotion.

“People are watching Crackle on a Sony connected TV. Yes, it’s not as big as television – but, if you connect all of this together, it is a large audience and you want to reach that audience.”

Innovid turns standard video pre-roll creatives in to interactive online video ads. Chalozin was interviewed at the summit by Furious Minds CEO Ashley Swartz.

Appearing at Beet.TV’s cross-platform monetization summit, hosted by Starcom MediaVest and sponsored by Dailymotion, north America SVP Roland Hamilton was asked whether the service supported programmatic plus mobile.

“It will,” he said. “We’ll be announcing some integration in the next six weeks or so. Programmatic – we’re going where the market is going. We want to allow ease for buyers to be able to access our inventory. We’re doing that.”

Hamilton has previously told Beet.TV Dailymotion would soon be announcing the addition of third-party ad targeting data when it announces a partnership with a data management platform (DMP) shortly.

Watch our full video interview to hear about mobile video consumption around the world and how Dailymotion is targeting ads at mobile users.

Now NowThis News is beaming this micro mobile content on to hundreds of screens in malls and college campuses – and marketers can hitch a ride, too.

SVP Frank Kavilanz told Beet.TV’s summit on cross-platform monetization, hosted by Starcom MediaVest Group and sponsored by Dailymotion, about his deal with AdSpace Digital Mall Network that puts NowThis News’ original news videos on screens in 206 malls across the US.

“We program 15-second and 30-second video news segments in a four-minute wheel that reaches 25 million people weekly across these malls, and 48 million people monthly,” he said. “When news breaks, we’re able to flash news across these 5.5ft-tall screens.”

The extension means NowThis News’ nascent advertiser offer – branded videos alongside news videos, videos produced for brands’ own use and real-time marketing video productions – will also go out on big screens.

Watch the full interview to find out which section NowThis News will launch next on Instagram.

“Location is the new cookie,” Hadley said. “If you want the real experience from weather, you need to tell us where you are.

“There are 44,000 zip codes, there are 40+ weather conditions. We can work with advertising partners to layer in the sales data – to say, ‘In midtown, these are the things that happen when it’s humid’.”

The Weather Company has already road-tested branded backgrounds in its mobile apps for advertisers Disney and, during last year’s Olympic Games, Burberry. “We’re going to increase them more and more,” he said.

To learn more about how he targets the ads, watch the full interesting interview.

Asked by moderator Ashley Swartz of Furious Minds whether marketers are using quantitative or qualitative methods to judge campaigns, guests emphatically said: both!

“CMOs are trying to be more quantitative – but they’re also forced to be short-term,” Nielsen’s digital client services SVP Andrew Feigenson said.

“They always talk about the average life expectancy of a CMO. The  moment the brand is not resonating, the CMO also has a problem, because the CEO is going to pick up on that. There has to be a qualitative/quantitative balance.”

Forrester principal analyst Jim Nail echoed: “That idea that there has to be a binary decision is exactly what keeps us stuck in this period. There’s a lot of stumbling around. We haven’t broken the old models. It’s a much more complex world – we’re going to have another two to three years of random experimentation until we find that new formula.”

And Starcom USA investment and activation president Amanda Richman said marketers are still using the “funnel” approach to assessing campaigns:

This is an exciting time because of the mix of art and science. There are many more formats we can start developing beyond 15- and 30-(second ads)  – pushing more in to 6-second and shorter-form, but also long-form.”

Watch the full video for more of their lively discussion.

In the last year, Starcom studied the perception of online video and TV ads and learned that consumers don’t distinguish. “We kept coming up against this perception that TV is better from a quality standpoint and premium and therefore should attract more money and that online video might not be the same value…In an environment where we don’t tell consumers the creative source, there is a neutrality [in the perception of what’s better.] It’s not where the content is shown so much as the quality of the content. There is a great opportunity then for online video to compete with TV from the perception of quality once you discover it,” she says. “The big push is how to make online video more discoverable, especially original online video, and how do we increase the exposure because once exposed people have the same positive experience.”

Starcom is a big proponent of cross-screen measurement and storytelling. The next step in the growth of cross-screen video lies not only in being “video neutral” but in being “video knowledgeable” and fine-tuning the video, the ads, and the creative for the particular screen. “We believe context still matters and we ask what’s the right format,” she explains, adding that Starcom is focused on cross-screen experiences through its various brand experience units from Liquid Thread to the recently launched Zero Dot.

For more insight into cross-screen measurement, creative and reach, check out this video interview.

Beet.TV spoke to Richman earlier this week in New York at the Beet.TV summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion.

More marketers are taking advantage of interactive video ads. When Innovid launched in 2007, the first brands to jump on board were in automotive and entertainment. “Entertainment brands usually have the assets you want to interact with,” he says. But now, a wider range of marketers are leaning on interactive video spots, such as State Farm, Hilton and Visa. “We are getting more brands [beyond] the common entertainment ones to use it…It all starts from a brand saying, ‘I believe in that, I have a story to tell.'”

Beet.TV spoke to Chalozin in New York at the Beet.TV summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion.

“Up to this point, the DVR has been main alternative to linear television – it has trained consumers to get whatever they want whenever they want it,” Jim Nail tells Beet.TV in this video interview.

“Consumers aren’t quite ready to jump in, both feet, to online. As consumers get more and more in to dabbling with online and they find new sources and new ways to get it, I believe that, ultimately, online can kill off the DVR.”

Nail just published a report on the topic for Forrester.

He also says advertising should consider the unique characteristics of individual new platforms in a holistic marketing mix. Watch the full video for more of his great insight.

Nail was speaking at the Beet.TV summit on cross-platform monetization, hosted by Starcom MediaVest Group and sponsored by Dailymotion.

AdTonik is a TV audience extension platform for mobile devices that lets brands and content owners reach mobile users based on how they watch TV, he explains. Cross-screen buying is growing in use, and Masters expects TV buyers to drive most of the innovation in cross-screen.

Beet.TV spoke to Masters in New York at the Beet.TV summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion.

That’s what NowThisNews, a news startup founded by Huffington Post co-founder Ken Lerer, is doing.

“We’re building the first video news org that produces original videos for the platforms and devices you take with you,” SVP Frank Kavilanz tells Beet.TV in this video interview.

“Whether it’s your mobile phone, your tablet, your accounts on Instagram, Vine or Snapchat … we produce 50 original videos for those platforms every day.”

NowThisNews’ news videos are naturally short – six or 15 seconds in the case of Vine and Instagram. But that doesn’t mean there isn’t an advertiser opportunity here, too.

Kavlianz is trying to sell marketers on “the branding power of video without the traditions pre-roll” – meaning sponsored messages that go out alongside social videos, an original branded content production offering and marketing video production around real-time news events.

Ben & Jerry’s has already taken up the startup’s offer of branded content. NowThisNews could be one to watch. Om Malik this week wrote an interesting take on the short-form ad opportunity.

Kavlianz was speaking at the Beet.TV summit on cross-platform monetization, hosted by Starcom MediaVest Group and sponsored by Dailymotion.

Time Inc is saying goodbye to current editor-in-chief Martha Nelson and installing Pearlstine, in the new position of EVP and chief of content, reports New York Times.

Time Inc may be spinning out of Time Warner, but its exit from the stable that owns broadcaster CNN doesn’t mean it lacks a video strategy.

“We look on it now as an independent family, we look on it as brands rather than magazines,” said J.R. McCabe, Time Inc’s recently-appointed first SVP of video, who took pains to stress the company’s multi-media credentials during a Beet.TV summit.

“With video, we are going to bring to life our brands with relevant content. We’re going to be able to take that content in to the video space and television.”

McCabe has been building a new video unit for the Sports Illustrated publisher, complete with producers and a new studio, with a particular focus on live programming.

But that live emphasis doesn’t mean Time Inc is reliant on traditional broadcast – watch the full video from the Beet.TV summit on cross-platform monetization, hosted by Starcom MediaVest Group and sponsored by Dailymotion, to hear McCabe say the publisher can broadcast just fine with online networks.

Starcom itself has redesigned its teams and units to focus on connecting with audience across screens and building engagement on all platforms. Part of that mission includes finding the right mix between data-drive programmatic video buying and the more emotive aspects of storytelling, Richman says.

Beet.TV spoke to Richman earlier this week in New York at the Beet.TV summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion.

And the outfit says mobile viewership has passed 50% in Japan, is 30% globally and 25% in the US, where it is staffing up a mobile R&D center in Palo Alto.

“First-party data is our starting point. We’re starting to weave in third-party data through an announcement we’ll be making shortly about a data management platform,” Dailymotion’s north America MD Roland Hamilton also tells Beet.TV in this video interview.

“Soon, we’re going to be allowing advertisers to access our inventory through our direct sales chain, though sponsorship, but also through the programmatic channel and be able to take advantage of all the rich data we have on first-party and then the third-party data they can layer in on top of that.”

DMPs help advertisers better target by pooling video viewers in to more defined groups.

Hamilton was speaking at the Beet.TV summit on cross-platform monetization, hosted by Starcom MediaVest Group and sponsored by Dailymotion.

Watch the full video to hear more about Dailymotion’s mobile tipping point.

The outfit is making the kit available in beta.

“The way we measure for TV today is, there are watermarks that get embedded in content – we hear that in our (measurement) panel,” Nielsen’s digital client services SVP Andrew Feigenson tells Beet.TV in this video interview.

“(But), for listening to the fragmentation of digital, that’s difficult. We’re going to leverage this SDK as a way of recognising content – then we’ll connect back to Facebook to understand the audiences exposed to that content.”

The validated views appear in Nielsen’s Digital Program Ratings and Online Campaign Ratings (OCR) for advertisers to measure popularity against. It’s a big move in the popularization of the OCR standard Nielsen unveiled a year and a half ago and which is steadily becoming the sector’s default measuring metric.

Feigenson is interviewed for Beet.TV by Furious Minds CEO Ashley J. Swartz at the Beet.TV summit on cross-platform monetization, hosted by Starcom MediaVest Group and sponsored by Dailymotion.

“It’s a huge opportunity for brands, whether to reach people in a more intimate experience, potentially with a different message or whether shot different for a small screen, or to drive people to a different experience, where they are out and about,” he says. Targeting is possible using third-party data, registration information and other services, he says. Ideally, a smart marketer will link mobile to other mediums to build reach and frequency, he says.

For more insight into mobile video ad opportunities, check out this video interview.