IRIS.TV COO writes about the “Loss of Loyalty and the Birth of the Premium Content Experience” for iMediaConnection
“The explosive growth in digital video consumption is no surprise, as brands are allocating more of their budget and adapting campaigns targeted toward video. Along with breaking streaming records, the 2014 World Cup showed us how effective creative brand video advertising can be. Nike, who was not the official sponsor, set records with its World Cup branded video campaign, which had nearly 259 million True Reach views. This was 2.5 times that of Adidas, the official World Cup sponsor. Brands will and should adopt similar strategies. But while delivering millions of impressions is great, especially around major international events, most of those do not come close to achieving the reach and frequency of the desired target audience.
Innovation in technology and data science are helping advertisers and publishers navigate through the Rube Goldberg contraption that is the digital video ecosystem, but the question still remains: How do you reach target consumers and cultivate loyalty when your audience is fragmented and scattered?”