VIDEO: Adobe's Jim Guerard on changing online viewing behaviour

Viewer experiences are being revolutionised by the explosion in mobile devices and the demand for more engaging and interactive experiences, and broadcasters are responding in creative and exciting ways.  

Guerard recently sat down with Campaign to shed some light on this fast moving industry, including the challenges for advertisers and the opportunities ahead.

According to Guerard, the current transitions and changes in the industry are the biggest he's ever seen and for the first time being driven by consumer behaviour.

"What we are seeing now is the democratisation of video because of mobile and devices and the internet."

He goes on to say that the key challenges are how to get people onto your site, keep them there longer and serve more ads. Metadata is the key, according to Guerard, to increase traffic, serve relevant content and acheive higher CPM rates.

When asked about trends in the industry, he mentions the movement from SD to HD, particularly in Asia. He also mentions stereoscopics but says it is still very early days. He adds its really the "retooling and the new pipeline associated with being able to create content very fast and efficiently and take it out to these new forms of distribution".

Guerard goes on to talk about the role mobile and devices play in capturing video and feeding it into a broadcaster and news company, resulting in a democratisation of journalism and video reporting and causing broadcasters to rethink how they bring content into their process and manage rights. 

The challenges for advertisers is getting the right message to the right people across multiple screens. Guerard mentions real-time measurements and accuracy on the performance and ROI of your campaigns and being able to dynamically adjust them as paramount to success.