Cannes Lions is week filled with yacht parties, beach parties and endless rosé. Beneath the schmooozing and awards announcements are intense discussions around the future of advertising and digital. Improve Digital, the all-in-one video advertising platform for publishers, hosted the “Everywhere Screen” Summit at Château de la Bégude near Cannes. I moderated the two-day event that discussed the importance of transparency, why Google and Facebook alternatives are essential, new video formats and more. The full conference agenda can be found here.
To understand the importance of the conversation Improve is smartly pushing forward I shared the following points in my opening remarks.
- According to Cisco, 69% of all IP traffic will be video in 2017, growing to 80 percent by 2019.
- According Animoto’s State of Social Video Report, to 67% of marketers saying they had paid to boost or advertise video on Facebook in the last year. Also. 4 in 10 marketers are creating square or vertical format social video.
- According to Aberdeen research says that sites with video garner an average 4.8 percent conversion rate versus 2.9 percent for sites that do not.
- According to Ooyala’s Q1 2017 Video Index “While short-form video has the greatest chance of being watched in its entirety, for the first time, long-form content—greater than 20 minutes in length—now represents the majority of time spent watching video across all screen sizes, at 63 percent.”
Stay tuned for more insights from the Summit.