5 MINUTES WITH… Maker Studio’s Jason Krebs
Cynopsis asked Maker Studio Head of Sales Jason Krebs to discuss the current state of digital advertising, from auto-play video to the digital ad budgets. Here’s what he had to say, which is just a sliver of the larger discussion he’ll participate in next month at the Cynopsis Digital Business Summit in New York City on Thursday, April 23. Join us for a thought-provoking day of networking and solutions by registering here.
What trend in the digital ad space is most interesting right now?
The appearance of auto-play video on Facebook, and the fact that it was accepted early on by advertisers. Auto-play video in a banner on a webpage is typically widely panned, but the same concept in a scrolling feed is seen as more organic to the viewing experience.
With predictions of total ad dollars expected to fall 10% for broadcast networks and 5% for cable networks this year, how do you think this will affect digital programming?
Not much. It’s important to note, this is not an “us” (digital) vs. “them” (traditional networks) game. Audiences are using multiple platforms for their content consumption needs, and advertisers are spreading their dollars across the ecosystem.
What are you asked about most frequently by agencies and brands when it comes to advertising on digital platforms?
Authenticity. How can I be authentic to the audience? Advertisers are very aware of not wanting to force marketing in a way that appears inorganic. For our business especially, which is based on a very strong connection between creator and audience, it’s highly important.
What are the biggest obstacles that multi-channel networks, Youtube and other platforms are facing today when it comes to advertising?
When you’re new, it can be hard to find your way into spending patterns that have been in place for years. However, being new is also a positive in this age of “shifting.” Marketers are always looking for something unique to give them an advantage over their competition and a stronger connection with their customers.
With ten more companies added to the NewFronts schedule, what should we watch out for at this year’s events?
Expect more happy caterers, venue owners and Uber drivers throughout the city. There’s a lot of talk about social as the thread of video. But, let’s not forget the original, dominant social platform…YouTube.
