What do \u201cdigital pure-play\u201d disruptors turn to when they need to ramp up customer and revenue scale? Television advertising, according to the Video Advertising Bureau.<\/p>\n
When studying big-spending, Silicon Valley brands the organization found some striking similarities, according to VAB<\/a> CEO & President Sean Cunningham.<\/p>\n \u201cWe found it interesting that the biggest bet that the disrupters were making was, if you will, when it came down to the pivotal moment in their history when they really had to get big, they pushed in all the chips on television,\u201d Cunningham says in this interview with Beet.TV at the Advanced Advertising Summit<\/a>.<\/p>\n \u201cIt seemed that they had grown as far as they were going to grow in a pure digital, pure play world.\u201d<\/p>\n So when the time came to move from thousands to millions of customers and billions of dollars in revenue from millions, \u201cThe pattern was just so alarmingly similar.\u201d<\/p>\n Cunningham says it was \u201calarming\u201d to see the tightness of corollaries between a television schedule going on-air and resulting traction.<\/p>\n \u201cThe first set of outcomes that you saw immediately were the most obvious things: site traffic, search queries, a look at their online videos, that type of thing. We understood it as a real transactional medium in terms of driving productive leads. It happens quickly.\u201d<\/p>\n