eMarketer Report: Digital Video Advertising Best Practices 2017

DIGITAL VIDEO ADVERTISING BEST PRACTICES 2017Expert Insights for More Effective CampaignsJANUARY 2017

Paul Verna

Contributors: Annalise Clayton, Sean Creamer, Lauren T. Fisher, Maria Minsker, Amy Rotondo

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DIGITAL VIDEO ADVERTISING BEST PRACTICES 2017: EXPERT INSIGHTS FOR MORE EFFECTIVE CAMPAIGNS ©2017 EMARKETER INC. ALL RIGHTS RESERVED 2

DIGITAL VIDEO ADVERTISING BEST PRACTICES 2017: EXPERT INSIGHTS FOR MORE EFFECTIVE CAMPAIGNS

US digital video ad spending topped $10 billion in 2016 and is on track to approach $18 billion by 2020. This sustained growth makes video one of the brightest spots in the digital advertising market, but has also created several difficult problems that industry practitioners are working to solve: ad blocking, fraud, a profusion of low-quality inventory and increasingly ineffective use of TV-style advertising on digital platforms.

■ Current best practices for digital video advertising in the US include audience-based buying, refined targeting, advanced metrics and the use of third-party verification.

■ Industry experts also recommend personalization, branding ads early and often, and matching ad formats to the many devices, platforms and content types available to marketers.

■ Authenticity and relevance are especially important, particularly for marketers seeking to connect with millennial audiences through influencer marketing and live video.

■ Practitioners are advising against the tried-and-true, and now tired, practice of repurposing TV ads for digital. They instead recommend focusing on the user experience as a countermeasure against fraud and ad blocking.

■ Whereas past digital video campaigns tended to focus on brand awareness, some experts advocate the use of video to drive more concrete outcomes such as sales, site visits and foot traffic.

WHAT’S IN THIS REPORT? This report compiles best practices in digital video advertising from more than two dozen experts in the field, including executives at ad agencies, brand marketers, publishers and ad tech firms. Their insights are grouped into 15 categories that span across areas such as creative approaches, targeting, personalization and methods for beating back the dual threats of ad blocking and fraud.

billions and % changeUS Digital Video Ad Spending, by Device, 2015-2020

$4.79

$2.89

$7.68

$5.84

$4.47

$10.30

$6.68

$5.87

$12.55

$7.29

$7.11

$14.40

$8.18

$8.11

$16.29

$8.88

$9.08

$17.95

Note: includes advertising that appears before, during or after digital video content in a video player; numbers may not add up to total due to rounding;*includes advertising that appears on desktop and laptop computers and other internet-connected devices; **includes mobile phones and tabletsSource: eMarketer, Sep 2016216109 www.eMarketer.com

2015

29.4%

88.0%

46.6%

2016

21.9%

54.5%

34.1%

2017

14.5%

31.4%

21.8%

2018

9.1%

21.2%

14.7%

2019

12.2%

14.1%

13.1%

2020

8.5%

11.9%

10.2%

Desktop*

Mobile**

Total

KEY STAT: Led by especially strong momentum in mobile video, US digital video ad spending will grow at double-digit rates every year through 2020, culminating a total of $17.95 billion at that time.


NO. 1: BUY AUDIENCE FIRST The video ad industry hasn’t yet attained the holy grail of true people-based marketing—defined by the Coalition for Innovative Media Measurement (CIMM) as “the practice of mapping consumer identities across all channels (online and offline) and digital devices (PCs, mobile phones, tablets, smart TVs, etc.).” However, advances in cross-device linking and audience targeting have given marketers a more sophisticated set of tools to help them reach their prospective customers.

EXPERT INSIGHTS “Cross-device linking and audience-based buying have matured in the past year. I encourage all our clients to not buy inventory first, but to buy audience first and then make sure that the publications they’re buying with are reasonable.” —Jay Friedman, Goodway Group

“Everything has to be audience-driven. With the amount of data that is out there and the amount of insights you can draw from an audience, you need to not just deliver against that audience, but get to the right members of that audience and reach them at the right moment.” —Mike Racic, iCrossing

NO. 2: REFINE YOUR TARGETING Tailoring video content to specific audiences is becoming the norm, just as it has been with display ads that are tweaked using demographic, geographic and other targeting criteria. The goal is to deliver hyper-relevant ads—something millennials especially expect and value.

EXPERT INSIGHTS “The old days of just running YouTube pre-roll for a big brand and spraying [the ads] across the board have dramatically changed, and now it’s really about hypertargeting the message to very, very localized audiences. Same [general] messaging, same value proposition, same everything, but you might tweak the audio or the video to focus on different segments so that younger and older people in certain locations get shown different clips.” —Dave McIninch, Acquisio

“There may be disagreement in the marketplace around targeting, and it may be sort of a dirty word, but there’s an entire generation of people—millennials—who believe that targeting is what makes advertising relevant to them, and they want that. They don’t want to waste their time on advertising that has nothing to do with their needs or interests.” —Jen Catto, Tremor Video


NO. 3: REFINE YOUR METRICS Like audience targeting and device linking, campaign metrics have increased in sophistication. Industry leaders now regard benchmarks such as clicks and impressions as building blocks to more detailed views of ad performance, which include factors like purchase intent, or actual purchases.

EXPERT INSIGHTS “The past couple of years have been all about brand safety and viewability, which are building blocks. The next step is to measure beyond clicks or impressions and always look to include some kind of understanding of what your impact is on purchase intent, brand favorability or even store visits and transactional data. For brand advertising, you ought to be going beyond just the basic metrics.” —Stephen Upstone, LoopMe

“Measurement has become more and more key, particularly as you think about trying to coordinate what’s happening in the traditional TV landscape and the digital landscape.” —Dan Lovy, Social and Interactive Media Consortium (SIMC)

NO. 4: USE THIRD-PARTY VERIFICATION

With the lion’s share of US video ad dollars going to walled gardens such as Facebook and YouTube, and with Facebook having twice acknowledged in 2016 problems with the way it tracks video metrics on its platform, advertisers are especially sensitive to the need for objective measures of campaign performance. Most experts advise clients to use third-party verification systems, and some also advocate for industrywide standards.

EXPERT INSIGHTS “In 2017, digital advertising spend will exceed television. So for video to continue its growth, it’s got to have standards and it’s got to be third-party.” —Rich Sutton, Trusted Media Brands Inc.

“We strongly encourage customers to use a third-party verification system that takes into account multitouch attribution. Otherwise, you’re asking someone to grade their own homework, which is usually not a good idea.” —Justin Adler, SourceKnowledge

“[Use] performance measures beyond the standard IAB [Interactive Advertising Bureau] viewability definition alone—richer metrics that look at sight, sound, motion and engagement metrics that measure the quality of people’s attention and involvement with a particular video promotion, as opposed to just the potential to see, which is what viewability is.” —Wayne Gattinella, DoubleVerify

“Any publisher or media distribution entity needs to have a third party verifying and validating their metrics. But just having the third-party validation is not the endgame either. You’ve got a lot of different third parties that have discrepancies in how they report on things like video completion or viewability. That’s why industry standards become important. They’ll be neutral and they’ll align the third parties, who will in turn keep the publishers in line.” —Ittai Shiu, Exponential


NO. 5: STOP MAKING DIGITAL ADS FROM TV SCRAPS

Not only do many advertising executives advise against recycling TV ads, but some argue for a reinvention of the creative brief. Instead of starting with a 30-second spot as the bedrock format and carving up shorter pieces from it, creatives should conceive campaigns that incorporate, from the ground up, things like Snapchat and skippable pre-rolls.

EXPERT INSIGHTS “Simply deploying TV ads in digital environments is fundamentally poor in this day and age, and understanding the differences in user experience between TV, laptop and mobile devices is key.” —David Gosen, Rocket Fuel

“We’re still relying too heavily these days on repurposed television advertising. It’s not the same medium at all. Video ads need to be shorter—especially with mobile advertising, which is becoming more and more relevant. Your brand is going to probably take some hits if you think that a person wants to look at a 15-second pre-roll ad on their mobile phone. Nobody does.” —Patrick Hopf, SourceKnowledge

“I anticipate we’ll see creative agencies start working more closely with brands to reconsider the 30-second TV spot. The repurposing of those spots doesn’t always resonate well across devices. [Agencies] need to consider the medium and the user experience and start to think about how to tell a story in a chaptered way, considering the device that the users are on.” —Jen Catto, Tremor Video

“You shouldn’t just assume that you should put a TV spot in digital. If you look at companies like Geico, they’ve shown that custom creative for a channel like YouTube is the best practice, where you use the first 5 seconds. And in Facebook, it has to be even shorter than that. That kind of fundamental knowledge is coalescing as video scale is becoming more and more important.” —Scott Peters, Edelman Digital

NO. 6: TAILOR AD FORMATS TO PLATFORMS, DEVICES AND CONTENT

The video ad market is more complex than ever, with a growing array of formats, aspect ratios, durations, devices, platforms and content types. The onus is on the advertiser to make sense of the landscape and make intelligent decisions informed by the way the video will ultimately be viewed, whether it’s on a smartphone in vertical mode on the go, or at home on a connected screen that looks and feels like TV. The possibilities and combinations are seemingly endless, as are the opportunities for marketers to connect with target audiences in novel ways.

EXPERT INSIGHTS “Understanding the relation between content and format is important, and then understanding the right ad format to put there is just as important as doing the audience part. It might not be a 15-second or 30-second spot. It might be a 5-second spot, a 7-second spot or a 10-second spot. Do you want it to be autoplay vs. user initiated? Unless you’re running against long-form content, say 30 or 40 minutes, [the default] should be user choice if they want to interact with an ad.” —Mike Racic, iCrossing

“In the rush to go programmatic, many desktop-first actions have been used where they don’t really connect with mobile audiences. While consumers are 70% mobile, many budgets are 10% mobile. The bits that are mobile are just relying on a single format like video on Facebook. Mobile is very underexploited in video advertising today, so it’s important to understand the different formats that are available in mobile.” —Stephen Upstone, LoopMe

“For the Taco Bells of the world that are trying to sell their crispy chicken sandwich to an 18-year-old guy, there’s no reason to start with a linear TV strategy. They should be starting where they know they’re going to find their audience. That’s not true for Merrill Lynch and it’s not true maybe for a lot of advertisers who cater to guys like me. But if your audience is under 25, the creative brief needs to be flip-flopped.” —Mike Henry, OpenSlate


“You don’t really have people thinking about Snapchat today in terms of a [gross rating point] but we find it interesting exactly because of that. It’s a video product and a video environment, and even though it’s not at major scale in terms of true TV-like video budgets, we are watching it keenly.” —Andrea Ching, OpenSlate

“You can come up with a story and then cut it six ways to Sunday to fit whatever device, but we need to start planning and storyboarding the creative for the device at the very inception of the idea.” —Jen Catto, Tremor Video

“The most important thing is that we not treat all platforms the same, because you go to them for different reasons. You go to them maybe all within the same day, but you have a different behavioral expectation, so we need to create content that meets those expectations.” —Kenneth Blom, BuzzFeed

“You need to create specific content that is relevant to which channel someone may be considering. So if it’s on YouTube, you have to understand how people view YouTube. On Facebook, you have to know that it’s a more passive viewing experience and that people may not have their sound on. With some of the newer platforms like Instagram, there are different formats and different physical shapes that the video should take. With Snapchat, vertical video has become much more the way people are consuming things. So make sure that you’re tailoring your content to those specific needs and within the constraints and opportunities that each of those platforms exercises.” —Eli Grant, DAC Group Chicago

NO. 7: KEEP VIDEO ADS SHORT, AND BRAND EARLY AND OFTEN

It seems obvious that, with the proliferation of skippable pre-rolls, autoplay ads and short ad formats on mobile platforms, marketers would get the message that video ads need to be front-loaded with a branding message. And yet, like many seemingly self-evident truths, this one seems to slip the radar more often than one might think. Experts who spoke with eMarketer expressed this imperative in a variety of ways, with the common denominators being the need to keep video ads short and using the first few seconds as possibly the only opportunity to make an impression.

EXPERT INSIGHTS “Build your spots so they convey everything you need to convey in 5 seconds, and that the next 10 or 25 seconds are bonus time. I see so many video ads today that within 5 seconds they’re still doing the build-up.” —Jay Friedman, Goodway Group

“Early on you saw a lot of creative that, just like television creative, often times didn’t reveal the brand until the last 5 or 10 seconds of a 30-second spot. Digital video is viewed very differently, and I think smart creatives understand that branding early and branding often is important.” —Wayne Gattinella, DoubleVerify

“Something like 85% of video on Facebook is being watched with no sound, so you’re seeing the emergence of content with subtitles that help get the message across. I think we’ll continue to see growth in that practice.” —Phil Schraeder, GumGum

“Formatting digital video advertising to be more engaging, with text overlays and information on top of the images, is an interesting change. We saw it grow a lot this past year, and it’s really shifted how we approach video content.” —Erin Yasgar, Prohaska Consulting


“Brands and marketers have to seriously look at ad lengths. These must drop to 10 seconds and under—not just on mobile but across all devices. The value exchange and expected user experience have resulted in shorter-length ads being vital for video. A brand has 5 seconds to create a conversation, create impact and engage. If your creative does not achieve this, it has failed.” —David Gosen, Rocket Fuel

“Ads have to be 5, 7 seconds. You have to be able to really get a crisp message across, show the products, show the value, the style, all of these things.” —Patrick Hopf, SourceKnowledge

NO. 8: PERSONALIZE IT The end goal of tailoring video experiences to different users based on advanced targeting criteria or prior behavior is to make ads more personal. This push toward personalization emerged as a best practice for several experts in our panel.

EXPERT INSIGHTS “To make something relevant to the consumer, you have to know something about them—their history, their wants, their needs, their profile. This allows you to create an ongoing and relevant dialogue, and that’s what makes a difference.” —Oren Harnevo, Eyeview

“Just like banner ads, video ads can now be tailored to personalized online behavioral schemes—at least four, five, six, if not, 10, 20 or 30 creatives for the same brand. When I see a video ad and you see a video ad, it should be a different ad for the same product.” —Ofri Ben-Porat, Pixoneye

“The things we like [about connected TV] are the ability to localize and personalize—to be able to show relevance in the context of the ad. If someone’s watching something on HGTV and has an interactive ad experience, that may be different in Chicago than it is in New York, Texas or Florida.” —Eli Grant, DAC Group Chicago


NO. 9: CONVEY AUTHENTICITY Striving for authenticity isn’t new, but it’s especially important at a time when digital influencers carry a growing portion of the burden of brand advertising, and millennials put a premium on marketing messages they can relate to. This doesn’t mean advertisers should suddenly stop using professional studios or high production values, but they should focus on ads that consumers, especially younger ones, perceive as authentic.

EXPERT INSIGHTS “Authenticity is a huge thing. We’ve seen indications that Facebook is starting to rank content that is captured and uploaded on a mobile device higher than desktop content, because we think they’re assuming that content is taken in a location. It’s not overly manufactured and overly edited in a studio. So we encourage our clients to use mobile devices to capture content.” —Eli Grant, DAC Group Chicago

“In working with influencers, brands are trying to make sure the video doesn’t look like advertising. It has to be as authentic as possible and less self-centric than it might be in a typical advertising context.” —Zbigniew Barwicz, DubDub

“It’s super important for brands to make sure there is a human element to their campaigns. Influencers can really help bring a brand to life in the social space.” —Leanne Johnson, GoPro

NO. 10: PICK THE RIGHT TIME AND PLACE TO GO LIVE

Live streaming platforms went mainstream in 2016 with the public rollout of Facebook Live. While the advertising value of these services and features isn’t yet clear, marketers aren’t wasting time in experimenting. So far, best practices revolve around the time sensitivity of events such as concerts and presentations—essentially tapping into an appointment-viewing mindset.

EXPERT INSIGHTS “The great thing about live video is to try to capture people at a particular point in time and in a particular place. One example is a tax preparation company, which for certain periods during the year is promoting its brand much more heavily. And so you can create appointment viewing blocks. It’s a great way to build excitement around an event vs. just showing up in people’s feeds.” —Eli Grant, DAC Group Chicago

“We’ve seen great live activations from our clients that include broadcasting events, concerts, panels, presentations, announcements, ask-me-anythings, product launches and, of course, the occasional science experiment. Live streaming and live social apps are great relationship builders if the content is executed well.” —Adam Hirsch, Edelman Digital


NO. 11: TREAD CAREFULLY WITH MESSAGING APPS

Along with the rush to consider messaging platforms such as Snapchat and WhatsApp comes a cautionary note: Those apps are places where users aren’t necessarily predisposed to a brand message. In fact, users may outright reject it. Marketers are taking stock of the pros and cons before making a full-scale commitment to those spaces.

EXPERT INSIGHTS “Snapchat, WhatsApp and Facebook Messenger have grown up as places for organic, peer-to-peer conversations, and we’re worried about the potential backlash of people not expecting or looking for a broadcasting push from a brand. We’re treading very carefully there. But obviously that space has matured over the past year, so it’s going to be more of a place where we’ll be looking to spend time.” —Eli Grant, DAC Group Chicago

“You can’t just insert something in [a messaging app] without any thought behind it, because the performance is going to be a little bit off and might come across as too invasive. You have to be creative about your approach to things like video in messaging apps.” —Jim Daily, Teads

“Consumers are very sensitive about messaging. It’s something that’s very personal to them, so we have to make sure we’re not overstepping our boundaries and turning this into something that’s more about advertising and less about actual messaging.” —Matt Wynter, DigitasLBi

NO. 12: USE VIDEO TO DRIVE PERFORMANCE

The conventional wisdom has been that video is better suited for branding campaigns than performance-driven ones. But some are starting to challenge those long-held assumptions by using video to drive ecommerce and other concrete outcomes.

EXPERT INSIGHTS “Video hasn’t been considered to be part of a solution in areas that are ecommerce-focused, but that is changing and will continue to change as the growth of video continues to surge and retailers use video to help drive performance. Multibillion-dollar marketing categories like search and display have been built around performance-based approaches proving [return on investment] ROI and sales. Video is next.” —Jeff Fagel, Eyeview

“It’s no longer enough to look at traditional demographics like gender and age. What we see is more people on the CMO level wanting to integrate their first-party data or their performance KPIs [key performance indicators] into the analytics, so they’re contributing their actual performance to the spend—not just the performance of the characteristics and the demographics that they were getting off of the spend and assuming there’s a correlation.” —John Derham, iQ Media

“Our mandate is outcome marketing. For us, it doesn’t matter whether the video got viewed X number of times or had a high viewability score. What matters to us and our clients is whether the video met the performance metric.” —Patrick Hopf, SourceKnowledge


NO. 13: GET SMART ABOUT FIGHTING FRAUD

Ad fraud is a major problem for the advertising industry, one whose full dimensions may not yet be understood. The recent revelation by digital security firm White Ops that a Russia-based hacking group defrauded advertisers and publishers of as much as $5 million per day in bogus video ad views has focused new scrutiny on this issue. Industry experts advise caution in establishing clear KPIs, using private exchanges and not overprioritizing viewability, which can be easily manipulated by bots.

EXPERT INSIGHTS “Fraud follows the money. Video catches a higher CPM than any other ad format, and that’s a perfect recipe for bad things to happen in terms of fraudulent practices. While the industry focuses heavily on video viewability, it’s critical that when measuring a viewable ad impression, the advertiser also ensures that the impression is fraud-free and served in a brand-safe environment. We know that fraud purposely presents itself as highly viewable, so unless you have a very strong set of ad filters, you’ll be looking at high viewability but also high fraud.” —Wayne Gattinella, DoubleVerify

“Fraud is a massive issue. People are always trying to figure out how to game the system, and it takes a while for the technology to catch up. That’s why you have preferred partnerships where you’re controlling the publishers and the inventory that’s being placed into that environment. Then you can choose to buy or not buy, as opposed to the open exchanges.” —Mike Racic, iCrossing

NO. 14: FIGHT AD BLOCKING WITH GOOD AD EXPERIENCES

Like fraud, ad blocking is a nuisance for the advertising industry. However, the outcry heard a year ago over this issue seems to have died down a bit. The problem hasn’t gone away, but experts are downplaying its effects. They’re also advising advertisers to take a holistic approach to combatting the problem, essentially focusing on delivering compelling experiences that users won’t want to block. This won’t necessarily convince those who use ad blockers to suddenly disable or uninstall them, but in the long term it could help foster a more positive perception of digital advertising, and hence a lower incidence of ad blocking.

EXPERT INSIGHTS “Ad blocking is an issue for publisher revenue. At the current juncture, it’s not a problem for brands, because brands are still finding places to place their ads. It will be a problem for brands if it continues to be adopted, because they’re not going to get the scale they want or reach the consumers they want. What we have to do as an industry is make sure we are putting user experience first. It’s not complicated. You get rid of interstitials, you get rid of pop-ups and you get rid of all these ad formats that people hate so much.” —Jim Daily, Teads

“In some countries, the percentage of people who use ad blockers is high. However, when you dig into that it’s mostly desktop and mostly display. So I think the fear of ad blockers is something we talk about, but I don’t see ad blocking hurting the digital video industry, just like DVRs didn’t hurt the television industry. The real threat is bad creative and people not paying attention.” —Scott Peters, Edelman Digital


“Ad blocking is inconvenient. It threatens publisher profitability and a marketer’s ability to reach their users. But there is a brighter side to this. The attention being paid to this issue is sparking questions around how do publishers get fair revenue for better-quality ads, and then how can we establish ad standards where consumers will have a better user experience. Focusing on the experience contributes to loyalty to publishers and ultimately removes the need for users to turn to ad blockers in the first place. The apocalypse of all ads being blocked everywhere, that’s just not going to happen.” —Ittai Shiu, Exponential

“The No. 1 best practice is to create great user experiences. You’re seeing that from some of the larger publishers that are starting to talk about ad quality and how many units should be on a page, and that ties into video, too.” —Brian Rifkin, JW Player

NO. 15: IF IT’S TOO GOOD TO BE TRUE ...

With US programmatic video ad spending now accounting for the majority of total video ad spending—and poised to continue increasing sharply through at least 2018—ad executives are raising important questions about the value of programmatic inventory. Specifically, they are asking whether prioritizing cost carries long-term risks to brand health. If the price is too good to be true, it may be for a reason.

EXPERT INSIGHTS “All programmatic ad inventory, and video almost more than anything, is like buying jewelry or diamonds. If the price is too good, there is a reason for it. I see so many clients and agencies demanding video inventory that is low-priced, and they are not getting what they think they are getting when they’re spending that little bit of money.” —Jay Friedman, Goodway Group

“Marketers who are very cost-sensitive or have a lot of purchasing power will do their best to drive costs down. But great video inventory comes at a premium. If a marketer understands that value, then their campaign will be on better-quality inventory. Their ad will deliver a better user experience, and those users will pay back by appreciating that advertising message of associating more value with a brand.” —Ittai Shiu, Exponential


EMARKETER INTERVIEWS Big Tip for Video Clips: Make Your Point in 5 Seconds

Jay Friedman Partner and COO Goodway Group Interview conducted on December 22, 2016

Going Beyond the IAB Video Viewability Standards

Wayne Gattinella President and CEO DoubleVerify Interview conducted on December 14, 2016

Justin Adler Director, Product and Marketing SourceKnowledge Interview conducted on December 15, 2016

Hilton Barbour CMO dubdub Interview conducted on December 9, 2016

Zbigniew Barwicz CEO dubdub Interview conducted on December 9, 2016

Ofri Ben-Porat Co-Founder and CEO Pixoneye Interview conducted on December 11, 2016

Kenneth Blom Director, Branded Distribution BuzzFeed Interview conducted on November 11, 2016

Jen Catto CMO Tremor Video Interview conducted on December 13, 2016

Andrea Ching CMO OpenSlate Interview conducted on November 30, 2016

Jim Daily President Teads Interview conducted on December 13, 2016

John Derham Founder and Head of Innovation iQ Media Interview conducted on December 13, 2016

Jeff Fagel CMO Eyeview Interview conducted on December 6, 2016

David Gosen Senior Vice President and Managing Director, International Rocket Fuel

Interview conducted on December 12, 2016

Eli Grant Vice President and General Manager DAC Group Chicago Interview conducted on December 9, 2016

Oren Harnevo CEO and Co-Founder Eyeview Interview conducted on December 6, 2016

Mike Henry CEO OpenSlate Interview conducted on November 30, 2016

Adam Hirsch Global Executive Vice President Edelman Digital Interview conducted on November 11, 2016

Patrick Hopf President and Co-Founder SourceKnowledge Interview conducted on December 15, 2016

Leanne Johnson Senior Director, Digital Marketing GoPro Interview conducted on November 11, 2016


Dan Lovy Executive Director Social and Interactive Media Consortium (SIMC)


Dave McIninch Chief Revenue Officer Acquisio Interview conducted on December 2, 2016

Scott Peters Vice President and Director, Paid Media Edelman Digital Interview conducted on December 15, 2016

Mike Racic President, Media Operations iCrossing Interview conducted on December 9, 2016

Brian Rifkin Co-Founder JW Player Interview conducted on December 14, 2016

Phil Schraeder President and COO GumGum Interview conducted on December 12, 2016

Or Shani Founder and CEO Adgorithms Interview conducted on November 21, 2016

Ittai Shiu Vice President, Creative Strategy Exponential Interview conducted on December 1, 2016

Rich Sutton Chief Revenue Officer Trusted Media Brands Inc. Interview conducted on December 9, 2016

Stephen Upstone CEO and Founder LoopMe Interview conducted on December 6, 2016

Matt Wynter Media Supervisor, Video Center of Excellence, New York Region DigitasLBi


Erin Yasgar Vice President, Global Buyer Strategy Prohaska Consulting Interview conducted on December 12, 2016

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EDITORIAL AND PRODUCTION CONTRIBUTORS

Cliff Annicelli Managing Editor, ReportsMichael Balletti Copy EditorJoanne DiCamillo Senior Production ArtistDana Hill Director of ProductionEden Kelley Chart EditorStephanie Meyer Senior Production ArtistKris Oser Deputy Editorial DirectorHeather Price Senior Copy EditorJohn Rambow Executive Editor, ReportsAllie Smith Director of Charts

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