Davis was among some three dozen advertising and media experts who gathered for the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview. In this one-on-one interview, he shares his thoughts on measurement versus reporting, the mindset change that marketers need to make with regard to ROI and the dominance of YouTube as a social video platform.

What excites Davis about 2017 is that he sees more people focusing on measuring the impact of the creative they create and “focusing on revenue, not just awareness or eyeballs. Now is the time to really make sure that it’s actually driving revenue and not just measuring lots of stuff.”

He believes there needs to be a major shift in marketers’ minds from “just measuring everything to reporting on one thing” and that there’s a big difference between measuring and reporting. “You still have to measure the stuff but you have to report on the real impact on revenue,” Davis says.

Asked to choose the most promising social video platform amid an explosion of video content, Davis says YouTube is moving “closer and closer to feeling more like a broadcast network as well as a social video platform. If I had to pick one and put my bets down, I’d say YouTube is at the top of that list.”

With a background that includes a stint in traditional “archaic” broadcast TV as a producer for an independent station in Boston 20 years ago, Davis calls advanced TV “a major step forward. Advanced TV, along with addressable TV advertising, is going to accelerate “a lot faster than we all expect.”

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.

It was Davis, of Monumental Shift, who kicked off the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview, with a frenetic and humor-laden presentation about what’s wrong with marketing today. Before building and selling a digital marketing agency, Andrew was a producer for NBC and also worked for The Muppets.

MFOMO is what happens when brands chase what seems to be the next big thing just because they can. “If we hear somebody’s making money on Snapchat, all of a sudden everybody’s on Snapchat,” said Davis.

Likening social media to the decades-earlier additions to the marketing pie of events and promotions, websites and search engine optimization, Davis concluded that the “CMO pizza” isn’t getting any bigger. “It’s just sliced more and more ways.”

He traced the advent of the marketing funnel to 1898 when Elias St. Elmo Lewis sketched out his AIDA funnel model. All these years later, marketers are still obsessed with one iteration of the funnel or other.

“We have to rethink the funnel,” said Davis. “We’re focused entirely on winning market share. This market share battle is just an awareness play.”

One of the most illuminating parts of Davis’ presentation was when he shared insights from Breville, which makes juicers and other kitchen appliances. Without giving away the bottom line, part of the company’s success in increasing the size of the juicer market came from Google Trends, which Davis called “the most underutilized marketing tool on the planet today.”

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.