“If you enable content with underlying data, marketers should be able to seek out audiences and build up a database to understand who’s responding and which ads are producing the greatest results,” he says. “Flipping that model will dramatically change discoverability.” Starcom is currently working with Yahoo to roll out this platform to help find the ideal audience for videos and the accompanying ads. “The biggest opportunity is in breaking or extending the TV models,” he says, adding that multiple studies have shown the effectiveness of online video in delivering brand metrics.
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