DAY 2
12:40 - 13:20 SPLIT STREAM INTERACTIVE WORKSHOPS
ENGAGEMENT EVERYWHERE: EXPANDING THE ECOSYSTEM FOR A VIDEO EXPLOSION
DEAN DONALDSON, MEDIAMIND | @deandonaldson
As online video prepares to outpace all other media growth and content stretches over multiple connected screens in and out of the home, the ever-changing consumer platforms will cause a huge disruption to the advertising ecosystem. Shifts in viewing habits and interaction capabilities will fuel a cataclysmic change in buying, distributing, targeting and measuring premium video content that will cause all media stakeholders to rethink consumer engagement. Technology advancements such as automatic content recognition (ACR) may hold the key to a new breed of advertising effectiveness, but will equally drive change in cross-channel media strategy. In this interactive workshop, Dean Donaldson will explore the impact video will have – from industry challenges to business opportunities for marketers seeking to navigate the evolution of three screens and beyond.
KEY TAKEAWAYS:
• Understand how to capitalise on the disruption caused by the advent of multi-screen viewing, rather than be challenged by it.
• Learn how to take a more focused approach to measuring the effectiveness of online video.
• Discover how changes to the online video ecosystem are driving wider changes in cross-channel media strategies, and what opportunities this opens up for marketers.
Dean Donaldson is Global Director of Media Innovation for MediaMind advertising technology solutions where he is responsible for their global evangelism. He is passionate about how creative technology can be used to deliver brand messages to the consumer at their point of engagement and then allow them to choose how and when they want to proceed.
Quick Q&A:
Q. What are you currently most excited about in digital/social? A. How creative technology is combined with brand messages to engage consumers. Especially through dual screen applications to enhance the future of linear video content, with the relevance and engagement posed by an augmented overlay.
Q. The first website you check in the morning, and why? A. Facebook. It’s my voyeuristic insight into the people that matter; friends, family and colleagues and the bizarre news, frivolous anecdotes or research gems that are often shared there.
LOCATION: TAMBLING
60
www.istrategyconference.com
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