Brands, agencies and publishers attend the first London Outstream Summit
Tuesday saw London’s first Outstream Summit take place, with 180 people from publishers, agencies and advertisers in attendance.
The morning kicked off with an introduction by UK MD, Justin Taylor, before the first presentation of the day by Pierre Chappaz on ‘Taking Outstream Mainstream’. It highlighted the growth of video advertising and pushed for greater MRC viewability standards. Raising the standard is especially pressing now that outstream formats have become an established video format.
Analyst Ryan Skinner talked the audience through our research with Forrester Consulting, the news of which has been covered in The Drum and Mobile Marketing Magazine (to name a few!). Having surveyed 529 key decision makers in 8 countries, it indicated the huge appetite for digital video, with all participants expecting spend to increase in the next two years. Outstream is regarded as the premium solution to the problems facing the current market. For those who didn’t pick up copies of the report, you can download it here.
We were overwhelmed by the quality and engagement by the audience with all of our panels. The Mobile Challenge, moderated by Monty Munford with Teads’ Justin Taylor, Julian Smith (Fetch), Piers North (Trinity Mirror) and Rupesh Lakhani (News UK) discussed the nuances between mobile and in-app ads and how video creatives are still designed for TV, when digital should be considered. They also noted that contrary to the digital industry, TV didn’t face the same examination of how viewable their adverts were.
Tackling Fraud, Data and Viewability mentioned the recent revelation by Kelloggs covered in AdAge, ‘Brands to Publishers: let us check your viewability rates or we’ll stop buying ads’, stating that advertisers are speaking with their wallets if they can’t use 3rd party trackers to measure fraud. They also emphasised the need to stay ahead of the curve in order to combat these issues, in a panel chaired by the AOP’s Tim Faircliff and joined by Jeremy Arditi (Teads), Paul Nasse (Integral Ad Science), Graeme Lynch (TubeMogul) and Amir Malik (Local World).
Mobile was a theme which continued to crop up, with a call for research into optimum mobile video lengths – and equally for brands to understand this and pass to their creative agencies. Equally, it was interesting to hear directly from a brand, Nick Hall at GoCompare.com about how as Head of Marketing, their advertising strategy has changed to become entirely digital first. Joined by Teads’ Caroline Hugonenc, Matt Breen (Mail Online), David Fisher (Sky) and chaired by Guy Phillipson, CEO at IAB UK, they discussed how when user experience was put first, ads were watched. Outstream has changed the game and offers great opportunities for brands and publishers alike.
There are a few photos on our Facebook, with a video and further photos coming soon. Once again, thanks to our excellent speakers and audience! See you next time.