In AdExchanger’s latest podcast, Unruly Media CEO Norm Johnston talks about the evolution of video ads – how they’re bought, how they’re sold and who gets to sell them.
“Nothing against Facebook or Google, but most people would agree they shouldn’t be upwards of 70% of the total industry and 90% of the growth in digital”
Norm talks about how Unruly aims to provide high-quality audiences outside the high-gravity orbits of Google and Facebook.
“Nothing against Facebook or Google, but most people would agree they shouldn’t be upwards of 70% of the total industry and 90% of the growth in digital,” Johnston says. “Most advertisers and agencies are looking to diversify their portfolios.”
The conversation also turned to what UnrulyEQ can do for advertisers. “A lot of advertisers have these wonderful creative agencies that like to win awards and produce beautiful four-minute videos to do that,” Johnston says. “But it doesn’t quite work in programmatic environments and online where you have shorter attention spans … We will find parts of videos that resonate the most strongly. You can cut it up by segment, to target different individuals with different parts of a video that resonate with those groups. If advertisers have a predefined segmentation model with first-party data, it complements that.”
Listen to the podcast: