NVF 22 Video Interviews
New Video Frontiers returned to King’s Place in 2022 bigger and better than ever before, with a fantastic selection of speakers and topics split across two stages.
During the event, VideoWeek interviewed a number of the speakers off-stage to hear their thoughts on the major industry trends and challenges which were discussed throughout the day. You can find these interviews below:
Videography Should Be Taught in Schools, says Ogilvy’s Rory Sutherland
“Understanding the basic grammar of filmmaking” has become a form of literacy, says Rory Sutherland, Vice Chairman of Ogilvy UK, meaning everybody should leave school with some experience of videography.
In this interview, Sutherland also argues that our attention should be devoted to technology we have yet to master rather than those developments that always lie five years off – including the opportunities around video conferencing.
“Advertisers Should Lean on Their Partners to Find their Audiences” says FreeWheel’s Stefanie Briec
More CTV platforms means more eyeballs for advertisers, according to Stefanie Briec, Director, Demand Sales, UK & International at FreeWheel. This means advertisers need to partner with agencies, SSPs and publishers to navigate those different platforms in order find the perfect audience.
In this interview, Briec notes the growth of the AVOD sector during the pandemic, alongside the decline of SVOD subscriptions due to price increases. Meanwhile SVOD platforms starting to trial AVOD services creates tougher competition – and growing opportunities for advertisers. Filmed at New Video Frontiers 2022 in King’s Place, London.
The Pandemic Sparked a Smart TV Boom in Europe
There’s been plenty of talk since 2020 about how the pandemic grew CTV viewing due to audiences being stuck inside their homes. But newly released research from smartclip shows a second way in which the pandemic has led to CTV growth.
Around 50 percent of European consumers bought a smart TV says Halvard Kristiansen, Nordics MD at smartclip, likely funded in part by money-saved during the pandemic. As a result, the proportion of consumers with internet-connected TVs has increased significantly.
In this interview, Kristiansen discusses some of the findings from smartclip’s research, and also discusses recent changes to smartclip’s business structure.
“SSP Evolution is Already Well on its Way” says Magnite’s Helen Keelan
Amid the ongoing wave of supply-path optimisation, some have questioned the role of supply-side platforms in a world where demand-side platforms are forging direct paths to publishers. But most SSPs are already well on their way with evolving their products says Helen Keelen, Magnite’s demand lead for the UK and Nordics. Tools like yield management for publishers, header bidding setups, auction discount tools and identity tools all add value beyond simply linking up demand and supply.
In this interview, Keelan also explains the role of attribution in CTV advertising, and argues that CTV publishers need to shout about their premium inventory.
Decentralised Approaches are Simplifying Clean Room Collaboration says Habu’s Tim Norris-Wiles
The first generation of clean rooms were fairly rigid, and required intense technological alignment from all parties, says Tim Norris-Wiles, Managing Director, International at Habu. But this is changing, allowing businesses to focus more of business relationships than fretting about the technical details.
In this interview Norris-Wiles also explains why agencies have a big role to play in clean rooms, and how clean rooms can aid with privacy compliance.
Why Does CTV Advertising Struggle with Frequency Capping?
Frequency capping is increasingly becoming an issue in CTV advertising, says Paul Gubbins, VP, CTV Strategy at Publica. Viewers can see the same ad back-to-back, sometimes too loudly, and even in the wrong language.
In this interview, Gubbins explains how Publica helps advertisers and publishers to overcome those hurdles, prevent ads running back to back with competitors, and improve the viewing experience overall.
Broadcasters are Driving the Growth of Addressable TV in Europe says Cadent’s Noorez Nasser
For the past few years, a lot of broadcasters focus when it comes to targeted advertising has been on their on-demand products, especially in markets where addressable linear TV is less mature. But that’s changing says Noorez Nasser, VP of European Accounts at Cadent. Now in some markets, broadcasters are coming together to push telcos to roll out addressable TV capabilities.
In this interview, Nasser outlines what’s driving this shift in mindset, and also explores the specific strengths of linear TV formats compared with on-demand.
We’re in the Age of Multi-Source Measurement says Streamhub’s Aki Tsuchiya
For big budget campaigns, advertisers will want to be able to draw measurement data from a range of sources to fully understand how their campaign has performed says Aki Tsuchiya, CEO and founder of Streamhub. In this age of multi-source measurement the traditional TV panels still have a role since there are no real alternatives – but media companies which can offer valuable data from other sources and express that clearly for advertisers will have a strong differentiator.
In this interview, Tsuchiya also explains how technical barriers have hampered broadcaster collaboration in the UK, and shares his thoughts on CFlight.
One of the Biggest Barriers to Creative CTV Ad Formats is Scalability says ShowHeroes’ Sarah Lewis
We’ve seen a good number of creative CTV ad formats released in recent years. But advertisers often find it difficult to find formats which can both be executed well in CTV environments while also having scale says Sarah Lewis, CTV Director at ShowHeroes Group.
In this interview, Lewis also discusses trend in CTV viewing, and how contextual advertising in CTV environments differs from web-based video.
CTV formats, good development. Barriers is formats that can be executed and scaled well.
“Advertisers Need to Keep Up” with Move to CTV, says TVSquared by Innovid’s Mike Mason
Consumers have led the move to CTV; now advertisers and publishers need to keep up. Mike Mason, CCO of TVSquared by Innovid, argues the importance of cross-platform solutions that capture the impact of all advertising, across both linear and CTV.
In this interview, Mason calls discussions around currency “a must” to provide granularity in a cross-platform universe. He also breaks down the acquisition of TVSquared by Innovid to create a measurement and personalisation powerhouse.
“2022 is the Year for Testing” says Permutive’s Andra Mititelu
Advertisers and agencies need to “test, test, test” for sustainable strategies while third-party cookies are still available in Chrome, says Andra Mititelu, Sales Director, Audience Platform at Permutive.
In this interview, Mititelu describes the shift from third- to first-party data, the likelihood of stricter privacy regulation, and why tracking people across websites needs to stop.
Retaining Content Rights Can Resolve Streaming Fragmentation
Increasing fragmentation in the streaming market can create confusion for advertisers looking to access different audiences. James Cornish, VP International Sales at Vevo, explains how retaining sales rights makes their business a single point of access to a fully transparent set of content.
In this interview, Cornish describes the importance of original content for artists, audiences and advertisers, as well as the recent addition of FAST channels to enhance VEVO’s content offering.
“Data Clean Rooms Provide a Massive Opportunity,” says Snowflake’s Jennifer Belissent
In a post-cookie world, advertisers and media outlets need ways to share data and understand who their joint customers are in order to most effectively target them with advertising. Jennifer Belissent, Principal Data Strategist at Snowflake, discusses the power of data clean rooms for “sharing without showing” that data in order to preserve privacy.
In this interview, Belissent explores how NBCU and Disney are using clean rooms, and how access to live data enables advertisers to enhance the user experience.
How Data Clean Rooms Will Bring Addressable Advertising to More Sectors
Clean rooms provide the capability for advertisers to use data to plan, measure and demonstrate effectiveness, says Mike Shaw, Director, International Ad Sales at Roku. The company’s clean room announcement helps brands and agencies bring their own first-party data in a privacy-safe, consumer-centric way.
In this interview, Shaw also outlines growth in the AVOD market, and how moves by Disney and Netflix into the space validates the sector as a whole.
