Sally O’Dowd has helped lead communications efforts at six editions of the Cannes Lions Festival of Creativity for agencies Arc Worldwide, Leo Burnett, Razorfish, MSLGROUP, DiGennaro Communications and Tremor Video. This post from 2013 focuses on Tremor Video, for which Sally produced a Cannes “tech talk” on interactive video advertising. Videos were recorded and published by beet.tv.
Touting Interactive Video at Cannes Lions Festival of Creativity
Tremor Video splash-landed at the Cannes Lions Festival of Creativity this past June. We spent the week touting the benefits of online video, and raising awareness within the creative community of the possibilities of incorporating interactive features proactively in the video creation process. Beet.TV was on-hand to capture the proceedings, and they sat down with us to discuss our perspectives.
Please Do Touch
It’s no secret that video publishers are increasing the frequency and length of pre-roll ads. That method was put to the test during a nine-minute-long TechTalk session at Cannes Lions presented by Tremor Video.
Moderated by James Cooper, Executive Editor, Adweek, panelists Benjamin Palmer, The Barbarian Group; Bradonio (aka Brad Hasse), ADC Young Guns X; Jonathan Hoffman, President of Experience Design, Zero Dot; and David Sanderson, Senior Creative Director, Tremor Video revealed their vision, and explored whether some brands are better off abandoning interruptive methods and instead making highly engaging ads.
Watch the panel here:
TV and Digital Video Not Created Equal
David Sanderson, Senior Creative Director, discussed how TV spots simply re-purposed for online video placements don’t give brands and advertisers the optimal creative treatments in the digital medium.
Chief Marketing Officer Melinda McLaughlin advocated for performance-based digital video buying as the answer for more measurable brand lift online.