The smarter approach now is tapping moments in peoples’ lives and using the behavioral data that can make their way into a creative brief, Estrada explained to the audience at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview.

“It can be kind of functional within a category, or you bought a thing therefore here’s the next thing you can buy, using the data we know about people to appeal to them in more emotional terms,” said Estrada. Such thinking requires a shift on the client side to not just think channel first but to think about video and consumer first. Or, “What do we need to make for them,” he explained.

Asked by moderator Matt Prohaska of Prohaska Consulting how difficult it is to convince clients to make the needed investment in various creative iterations, Estrada said you have to start wide and then you can get narrow.

“You can cut it way too thin and overproduce a whole bunch of content that’s going to be really expensive, or you can start there and do a lot of testing and testing,” said Estrada. “You have to be agile in market, create all the different assets, look at it quickly, respond and throttle up when it’s appropriate.”

Nonetheless, weather targeting for a business like Lowe’s is still a key tactic. “Bad weather, good weather has a massive impact on their business,” Estrada said.

This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.

This is one reason why it’s important to bring the right partners into creative agencies, according to Bob Estrada, EVP & Director of Strategic Partnerships at BBDO New York.

“If there’s a separation between media and creative, what’s going to happen is maybe something gets onto a media plan and by the time it gets to the creative agency and it’s sold in, there isn’t the requisite amount of time to develop a great idea,” Estrada explains in an interview at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview.

BBDO is always seeking best-in-class partners across technology, ad-tech, media, publishing, social platforms. “Getting them in so we understand their platform and what works today with that platform. Maybe ideating together,” says Estrada.

The end result is being able to take a brand’s creative idea, seeing how it can work on a particular platform and “oftentimes bringing that idea forward to a client along with media and that way we’re crafting something contextually right for the platform,” he adds.

In the old days, before media was unbundled, creative and media types would sit around a table putting together joint plans for clients. “You have to act that way. It takes a little bit more effort and time sometimes, but the partnership route has been very successful for us,” Estrada says.

Asked by Matt Prohaska of Prohaska Consulting to cite the best of the biggest platforms in their understanding of the importance of creative in driving results, Estrada cites Facebook and Google. It’s inherent in their business models to have the best work on behalf of their brand advertisers.

“If there isn’t good entertainment or compelling content that’s on those platforms, users are not going to keep going there,” he says. Estrada believes Facebook and Google have “taken a lot of great steps” to provide third-party verification on what ad campaigns are working on their platforms.

“Being able to know if you’re doing a campaign and how well it’s driving people to store or to offline sales is critically important for us to be able to really determine which outcomes are mattering to our clients,” says Estrada.

This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.

Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview.

In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore notes that one neglected aspect of “the fantastic growth of digital over the last ten years” has been creative.

“And what we have now seen is a whole host of creative management platforms, as well as dynamic creative optimization companies that provide one more way for us to optimize a campaign,” Moore says.

Alas, most of this creative customization has been relegated to display ads. “Today video is not being put together on the fly in order to create an ad specific for a user. That will happen in the future,” Moore predicts.

“Right now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,” he adds. “However, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.”

Among the speakers joining Moore on March 6 at the Andaz 5th Avenue for the Beet.TV Outcomes Leadership Summit are: Lisa Archambault, Senior Director, Global Advertising, Caesars Entertainment Corporation; Tal Chalozin, CTO and Co-Founder, Innovid; Brad Danaher, Television Partnership Director, Experian; Andrew Davis, Founder, Monumental Shift; Bob Estrada, EVP & Director of Strategic Partnerships, BBDO New York; Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions; Oren Harnevo, CEO, Eyeview; Rebecca Lieb, Advisory Board Member, Netswitch Technology Management Inc. and OneSpot; Joanna O’Connell, Chief Marketing Officer, MediaMath; Matt Prohaska, CEO & Principal, Prohaska Consulting; Tom Rogers, Executive Chairman, WinView Games, Chairman and CEO, TRget Media; and David Shim, Founder and CEO, Placed.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.