In the words of Jon Stimmel, the chief investment officer for UM Worldwide, planning an over-the-top (OOT) ad campaign is “a Frankenstein of different methodologies mixed together.”
He added, while speaking last week at the Videonuze Shift summit in New York, that buyers need more automation in the OTT planning process: “We are recreating the process every time for individual clients.”
Two years ago, UM began planning and evaluating its mobile, digital video and OTT investments in a converged fashion.
Although every video deal UM does today is “fully integrated,” Stimmel said there’s work to be done to automate cross-screen video buys – and better manage inventory fragmentation across video providers.
Here are some of the key issues complicating OTT planning