A Conversation with Forrester – Part Two: Digital Video Planning and Buying

The growth of digital video consumption is allowing advertisers to be more comfortable with transitioning some TV dollars to digital. In this three-part series, I talk with Jim Nail, principal analyst at Forrester, to explore how agencies can think about video more holistically and use digital video as an effective complement to TV advertising for clients.

Catch part one of the conversation here, where Jim and I review the video landscape.

In part two of the video presentation, we dive deeper into media planning and buying for digital video. The discussion outlines:

• Digital video’s advantages that can enhance traditional buys
• The blending of traditional and digital buying skills within organizations
• The differences between content- and audience-based buying
• The growth and potential for programmatic buying for video

As digital video marketing rapidly evolves, new strategies, tactics and techniques continue to develop, creating a greater demand for skills and expertise from all types of buyers and planners. A new type of buyer who can meld a mix of approaches will need to emerge to fully harness the power of digital video.

Stay tuned for part three next week as we examine the challenges in digital video and explore the different approaches to measurement.

You can also find part two here.