IAB Asks 2014 NewFronts Sellers: How is digital video filling in gaps created by TV? (1 of 5) | Public Relations & Social Marketing Insight | Scoop.it
From www.iab.net - April 28, 2014 1:42 AM

IAB Asks 2014 NewFronts Sellers from AOL, Vice Media, Buzzfeed, and Maker: How is digital video filling in gaps created by TV?...


McPherson: The way digital is filling gaps is very nuanced. One, the move to digital by consumers is keeping pace with the massive platform shift to mobile. Two, there’s a new genre that digital captured and that’s short-form. Short-form content and storytelling is something that was born really on digital platforms, and it’s become a major consumption point especially for younger audiences. They are playlisting content in the way we all playlist music. And short-form storytelling is really coming into its own as a genre. So there is the mobile shift. There is short-form. There’s video on-demand. Digital really enables non-linear viewing and on-demand viewing in targeted way that tradition television cannot....