HOLLYWOOD, Florida \u2013 The year 2017 will see WPP\u2019s Xaxis increasingly focus on performance outcomes for its clients\u2019 video ad campaigns. \u201cEvery campaign that we will run will have a KPI that is considered very important to the advertiser that we will achieve,\u201d says David J. Moore, who is President of WPP Digital and Chairman of Xaxis.<\/p>\n
Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit<\/a> titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview<\/a>.<\/p>\n In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore<\/a> notes that one neglected aspect of \u201cthe fantastic growth of digital over the last ten years\u201d has been creative.<\/p>\n \u201cAnd 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,\u201d Moore says.<\/p>\n Alas, most of this creative customization has been relegated to display ads. \u201cToday 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,\u201d Moore predicts.<\/p>\n \u201cRight now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,\u201d he adds. \u201cHowever, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.\u201d<\/p>\n