Adweek: As OTT Advertising Explodes, Agencies Race to Build Teams to Navigate the Space

Excerpt: Haljun said one of Mindshare’s priorities in 2019 is to rotate employees through both video and digital investment teams so investment teams are chock-full of people with cross-platform experience.

“What it really comes down to is that you need to over-communicate,” Haljun said.

The organizational lines often get drawn around what teams are trying to accomplish. At some agencies, work on advanced TV platforms might fall to the digital investment team if the goal is advanced targeting, whereas a larger brand awareness campaign on advanced TV might fall to a traditional television investment team.

For more insights from Mindshare’s Gibbs Haljun on how the agency is handling OTT for clients, check out the full piece in Adweek.