Digital video: Still an TV-video afterthought
Digital video still isn’t integrated well with traditional television media buys.
Speaking at MediaPost’s Video Insider Summit, Susan Parsons, senior strategist of The Media Kitchen, says broadcast teams who are put in charge of digital video still view digital as “added value. There is a huge disconnect.” Parsons says true integration is needed.
Mary Pocsik, executive director of media services, Geometry Global, says, “agencies are perpetuing this issues.” Pocsik says media should be “channel agnostic.”
‘“A lot of the bigger advertising and network executives came up through TV," says Gene Tiernan, executive vp/group director of The Ryan Partnership, “They are comfortable with that.” He says there is a need for number of “tests and learns” when it comes to doing deals. “That how you start to break down [some media bias]."