A Beet.TV panel discussion heard executives’ answers:

• Maxus strategic planning director Jill Langan: “There are opportunities to use mobile as a point-of-sale vehicle if we choose to… in-store, on the car lot… If we think about it differently, it can play different roles for us.”
• SMG publishing platforms and partnerships VP Lindsay Lichtenberg: “There is a creative challenge – where is the user consuming the content? There needs to be a creative consideration, more so.”
• DigitasLBi social content director Mark Book: “If you’re at home on your tablet, you can engage with more lengthy content. If you’re on the go … you’re probably in a more active state of mind and have less time to consume video.”
• Havas programmatic media director Stephanie Mustari: The biggest piece that I think is important with mobile is to approach it differently – it is a cookie-less environment … using universally-identified pieces of information to target users across device so we can take addressability and apply it to the mobile space.”

They were interviewed by Elaine Boxer, director of industry initiatives at the IAB, last month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.

“When I think about the future of video, I think about more personalized experiences,”

SMG publishing platform and partnerships VP Lindsay Lichtenberg tells Beet.TV in this video interview.

“We need to have the data centered around people and not channels. That will enable us to target the right content to that person in most meaningful way – and connected across devices.”

She was interviewed by Elaine Boxer, director of industry initiatives at the IAB, earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll.  The event was presented by Teads.

Those are some of the details that marketers need to be aware of when planning branded video, she adds. When done right, branded content can yield impressive results. Licthenberg runs Content@Scale for Starcom, a technology platform that lets brands access content from their own sites and third-party sites, such as AOL, Yahoo and Rodale, and then pair that content with branded messages across display ads. Video ads will come next, she says. “Having that consumer narrative paired with a branded message will lead to three to four times engagement compared to a standard rich media unit,” she says. That sort of data can help marketers know where to invest their media dollars for the future, whether editorial content or video content.

Lichtenberg was interviewed earlier this month at the Beet.TV video summit about video advertising outside of the pre-roll.  The event was presented by Teads.