Published date: Monday, 21 March 2016

LoopMe's Mobile Video Will Eat the World Event Leaves Lots to Chew On

On Tuesday, March 8th, LoopMe held its first event in NYC to a packed room of over 50 industry professionals. Boldly titled ‘Mobile Video Will Eat the World’, the event featured speakers from LoopMe, Integral Ad Science and Innovid explore the newest developments in the mobile video space and offer an insight into what the future holds for the industry.

The phrase ‘Mobile Video Will Eat the World’ is based on Peggy Anne Salz’s recent Forbes article (it itself adapted from Benedict Evans’ 2014 talk), exploring the future of mobile in a period of intense innovation and development. The theme provoked a range of discussions, with particular emphasis on the need for mobile video media quality standards. In an industry constantly adapting and evolving, advertisers and publishers need to know that there are ways of verifying ad interaction and viewability – dollars will be kept away from mobile until there are such reassurances. For Michael Tuminello, Director Product at Innovid, ‘2016 is turning into the year for mobile verification’ – the adtech industry is waking up to the pressing need for clarity and reliability while delivering ROI.

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One way to achieve this is by implementing machine learning and, at its pinnacle, artificial intelligence. As put by Joseph Ranzenbach, Senior Product Manager at Integral Ad Science, it’s unhelpful to send a human to do a machine’s job. Going beyond AB testing is important, and artificial intelligence is opening up new avenues for optimizing campaigns. As Pete O’Mara-Kane, LoopMe’s Head of Global Sales explained, it’s not just about ‘reaching the right person at the right time. It’s about reaching them at exactly the moment where they want to engage’. Furthermore, AI is working 24/7 rather than 9/5 – optimising in real time and reacting to events as and when they unfold. This doesn’t render AdOps teams redundant – these teams are vitally important in maintaining contact between platform and agency, catering to client needs and monitoring campaign performance.

We hope everyone enjoyed the event as much as we did. We would like to thank all of our panellists and speakers for their insights and opinions, and will be keeping a close eye on their opinions and insights.

Look out for more LoopMe events around the world over the coming months.

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