COLOGNE - Video is a global business and global phenomenon, but from a brand point of view, the industry could benefit from more scale and collaboration, says Laura Desmond, CEO of Starcom MediaVest Group in an interview with Ashley J. Swartz for Beet.TV from DMEXCO.
"The first challenge is scale," she says. "What can be done in Germany and the UK is far different than what can be done in smaller countries, so I would like to see a bit more cooperation and media collaboration, media owner to media owner, country to country, to get bigger plays, bigger reach, and bigger engagement." That, in turn, can help lure bigger brands to become more involved in mobile, social, video and other multi-platform ad opportunities, she tells Beet.TV. In addition, she'd love more cross over between European and other markets to share best practices.
When it comes to choosing media partners, she advises clients to simply find the best. "It's all content everywhere so let's go pick the best provider of video, of search, of mobile. Pick the right global ones and the right local ones to fill that plan out. So you can do it globally and locally in the best way."
She ends her comments with describing the agency's focus on mobile and its emergence as the "channel for all content."
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