Excerpt: “I believe in the notion of personal primetime, and that serialized, episodic videos are more attractive to marketers than before — particularly for the marketer who is trying to reach a younger demo,” said Dominick Pace, director of digital investment at Mindshare North America. “At the NewFronts, a number of partners announced that they are seeing higher-than-ever completion rates for longer-form content. That leads to more desirable opportunities for marketers to align messaging.”
BuzzFeed’s pitch that it can package popular inventory across platforms is appealing — but with a catch, Pace added. “It’s attractive if reach and frequency can be managed across the entire buy and all platforms,” he said.
For more insights, read the full piece in Digiday.