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David OksmanHead of Global Strategic Communications Planning and US ActivationReebok
Facebook and Twitter are dipping their toes into original programming, but without a centralized hub for this content, there isn’t a direct way for viewers to find them. What does that mean for brands that want to run in-stream ads during these videos? David Oksman, head of global strategic communications planning and US activation at Reebok, spoke with eMarketer’s Maria Minsker about the opportunity brands see and the potential challenges that lie ahead.
eMarketer: By now, marketers understand the importance of video advertising in social feeds. Is there anything marketers are still missing when it comes to in-feed video ads?
David Oksman: Marketers sometimes oversimplify the value of a given channel and think, “We have video content, so we need to put it onto all these different social platforms.” To get it right, marketers need to be much more deliberate and make sure they’re putting the right message on the right platform.
eMarketer: What are your thoughts on Facebook and Twitter starting to offer more video programming and putting video ads into these programs?
Oksman: Younger audiences increasingly consider long-form content to be platform agnostic. They’re willing to watch it on any device, and they don’t really rely on television the way that past generations have. That’s why it makes sense that platforms are moving towards long-form content.
eMarketer: Will social players succeed with this content endeavor?
Oksman: It depends on how consumers will want to engage with content on these platforms. For example, while Twitter does very well as a place people congregate to talk about live programming, it’ll be interesting to see if people will accept it as a primary content platform.
eMarketer: How will the effectiveness of in-stream ads compare with in-feed video ads?
Oksman: If a brand is targeting consumers appropriately through in-feed ads, these ads can be very engaging. The opportunity with in-stream ads is that they target engaged consumers that are obviously connected to the content they’re watching. The real value will be in creating content that users actually want to engage with after sitting through an ad.
eMarketer: What are social platforms doing to drive users toward original content? Are they doing enough?
Oksman: Facebook is doing a good job of finding consumer bases and targeting those consumers with content. There will be a high percentage of people that will find content that way, but when that approach reaches a level of mass consumption, the consumer is going to look for ways to actively find content on the platform. Every social player is trying to become the platform that consumers go to for content.
eMarketer: If original programming on Facebook or Twitter takes off, will it be a threat to YouTube or other video content providers?
Oksman: Sure. These platforms might become a threat to Netflix and Amazon as well, if they’re all going to play in the same sandbox. Ultimately, it’s about competing for consumers’ share of time, and the platforms that thrive will be the ones with the most compelling content.
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