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PROMOTION

Video is a powerful storytelling tool, which is the foundation of all great advertising.”

JOHN ROLAND, CEO OF EXTREME REACH

The explosion of “content everywhere” changed all that, creating unprecedented complexity for advertisers seeking to reach audiences wherever they are. Today TV and video advertising are increasingly seen as one—the key difference being whether the ad is seen on a large screen on the living room wall or a screen on any other device. Yet separate teams and separate workflows remain the norm. “There are completely different and distinct processes through which each ad needs to be formatted and sent to all the screens that brand advertisers use to reach consumers,” Extreme Reach CMO Melinda McLaughlin explains. In the digital world, where many things happen at warp speed, it’s astounding to see how everything slows to a crawl in the creative execution of campaigns. This stands in complete contrast to the buy side of digital video advertising, where media is bought and sold in fractions of a second. It makes no sense that one side should hold the other back from its full potential. “We’re seeing a clash of cultures and generations, where the legacy TV experts in our business speak a completely different language than the digital natives who make video happen,” McLaughlin says. “TV remains immensely powerful, but audiences are now everywhere, and audience data is enabling more precise targeting. Add to that a complex mix of talent and rights issues, and it’s clearly time to reimagine things.”

Reimagining the Future Fortunately, the essential elements are now in place to transform the industry. Virtually every advertiser and agency is connected to the Extreme Reach platform in some way. Millions of brand ads live in the company’s Video Asset Cloud—a central, secure, quality-controlled location that key stakeholders can

access through a simple permissions-based link. Some 5,000 new ads are uploaded every day to this vital hub, which is also connected to all TV and video publisher destinations, enabling ads to play everywhere. The result is that TV and video campaigns are activated many times faster than before, while also ensuring compliance for talent and rights contracts. “It’s time for all sectors of the ad industry to embrace a simpler, better and faster way forward to prepare for a bright and scalable future for video advertising, no matter the screen,” says McLaughlin. Extreme Reach has never wavered from its original vision “To Power the World’s Video Advertising.” This is a reflection of Roland’s long-standing belief that ads need to easily get to every screen, and that brands will distinguish less and less between TV and video because they are both an essential means of telling a compelling story with sight, sound and motion to a brand’s best prospects. “Video is a powerful storytelling tool, which is the foundation of all great advertising,” says Roland. “It’s critical that the ad industry has the tools to flourish across screens and not be encumbered by old, wasteful workflow models. Demands in our industry are only going to scale from here, so now is a perfect time to move to a streaming model. It’s going to create a better future for us all.”

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