A Conversation with Forrester – Part Three: Digital Video Challenges, Measurements, and Case Study

Digital video consumption is transforming how media buyers and planners utilize video in overall marketing efforts. In this three-part series, Centro talks with Jim Nail, principal analyst at Forrester, about this change in the media industry landscape and how agencies and advertisers are meeting the challenges presented by this video evolution.

In part one, found here, and part two, found here, my conversation with Jim outlined the video landscape and explored ways in which advertisers can approach buying and planning in digital video channels.

In the third and final part of the video presentation, Jim and I present the challenges that lie ahead and propose different approaches in measurement. The discussion outlines:

• How viewability, brand safety and fraudulent traffic are affecting the perception of the market
• How premium content will emerge as the most desirable
• How TV and online video will merge in the coming years
• A case study showing how an agency was able to transition traditional TV spend to digital video

Digital video is a multi-device medium and it demands a multi-device strategy to achieve marketing goals. While there are many challenges to this, there are a variety of solutions and carefully wading through these to figure out what makes sense for the advertiser is the key.

We hope you learn a lot from this conversation series with Forrester. If you have any questions, reach out to Centro at info@centro.net.

You can also find part 3 on Vimeo!