As measuring the outcomes of digital video ad campaigns gets more sophisticated, what excites Placed\u2019s David Shim is video as a direct-response channel. The same advances in measurement can only improve the performance of traditional linear television.<\/p>\n

In this interview at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview<\/a>, Shim offers his views on video and advanced TV as the industry moves beyond branding-only metrics.<\/p>\n

\u201cI\u2019m excited about video becoming a DR channel,\u201d says Shim, who founded Placed<\/a> in 2011. \u201cBeing able to not just measure views, clicks and engagement but actually drive that into offline visitation.\u201d<\/p>\n

There are similarities in the shift from display to search, according to Shim<\/a>. \u201cI think you can see the same thing with video because the impact that it has and the ability it has to actually drive people into the physical store,\u201d he says.<\/p>\n

This is a consideration higher than someone clicking on an ad, visiting a site and purchasing something. As measurement techniques get better and better, video will emerge as a very strong player.<\/p>\n

\u201cVideo is going that way, especially with partners like Eyeview to close that loop. It\u2019s going to be incredibly huge because people are going to move dollars accordingly,\u201d says Shim.<\/p>\n

Asked by Joanna O\u2019Connell, Chief Marketing Officer at MediaMath, to describe the state of advanced TV, Shim says the hard part is limited reach. Nonetheless, he sees more and more advertisers \u201cjumping in and saying this is something I want to explore, this is something I want to test against.\u201d<\/p>\n

An attendant expectation will be improved targeting via linear TV. \u201cI expect the market to continue to grow and measurement to continue to be important, but I expect it to also help change the way linear is approached,\u201d Shim says.<\/p>\n

When it comes to reach, there are parallels to the digital world. Asked to name the best platforms for brands, Shim points to those with the most scale. \u201cIf you\u2019ve got a small set of users or reach it becomes difficult to optimize because you over optimize and the reach is diminished,\u201d he says.<\/p>\n

This video is part of a Beet.TV leadership summit<\/a> on video outcomes presented by Eyeview. For more videos from event, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As measuring the outcomes of digital video ad campaigns gets more sophisticated, what excites Placed\u2019s David Shim is video as a direct-response channel. The same advances in measurement can only improve the performance of traditional linear television. In this interview at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview, […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6256],"tags":[2930,3861,3919,6207,6208],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44951"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44951"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44951\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44951"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44951"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44951"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}