By Sahil Patel
Mobile.* It’s going to be a big deal. To be fair, it’s already kind of a big deal. But it’s going to be an even bigger deal (if that’s possible), as people try to figure out how to effectively serve and measure ads on an increasing number of devices and platforms.
This is according to some of the speakers in the video below, which was taken at LiveRail’s Video Publisher Forum earlier this summer.** LiveRail is a monetization platform for publishers that generated nearly 2.4 billion impressions in June.
Here are handful of quotes from the three-minute video:
“I think some of the top trends of things that are going to happen in 2013 and beyond are going to be the increasing mobile consumption of video and you’ll see a lot more production gearing back towards mobile.” — Scott Messer, Demand Media
“One of the big trends is just fragmentation in user screens; we’re trying to follow folks now on desktop, connected TVs, mobile devices, tablets, and across apps, mobile web. So all of a sudden, you have a very fragmented audience and also fragmented measurement currency. There’s a lot of different ways now to measure the value of an impression.” — Leo O’Connor, Viacom
“The promise of connected TV is the reach, the big screen, the access to the living room, with all the tools you can bring to bear from online.” — Scott Rosenberg, Roku
Watch the full video if you want to hear what else some of the top publishers and tech companies in the digital video space foresee for the fourth quarter.
* I’m using as mobile right now as a catch-all term to describe smartphones, tablets, connected TVs, and anything else that is not linear TV or the desktop screen but is able to stream video.
** None of this is earth-shattering or new insight, but it’s worth taking note of if you look at who is speaking and the roles they play in the digital video ad ecosystem.