Tim Geenen, Director of Strategy and Innovation at Bannerconnect

How can you make your attribution circle complete again? How do you bring offline touch points online? And also, which kind of metrics and currencies do you use for online advertising? So my question, of course, needs to be what kind of metrics do you use for online advertising? That's a good one, of course. So we started a research last year, and we called it Project 2020, which is about having perfect vision. We found out that there was an entire discussion going around around viewability as an ad in view or not, and we were thinking about that. We thought there must be a correlation between how long is an ad in view or not. Because of all the new data options with programmatic advertising, we found that when you start tracking how long is an ad in view on a consumer level, you can actually make much better decisions and adjustments to your campaign also during that reduces cost. All right, so that's wonderful that I'm standing here with an expert, so I can just ask a lot of good questions here. So from your point of view, there's already been a lot of talk about video. We're standing here on video. There's a lot of talk about live streaming in 360 and so on. From your point of view, working with brands and also working with measuring how brands perform, what are some of your thoughts on how video performs online or performs together with brands? Video is a bit of a challenging one. It has so many options, whether you look at it in-stream or out-stream. Do you take a TV commercial and bring it online, or do you do it different? Do you actually produce content that is meant for online? If you would look on the time on page per visitor, you could see that that ranges anywhere from three seconds to well over 100 seconds. That means that the content you can display via video in an ad can actually be an equal amount of time. What I feel right now is that we see way too much generic produced video content. What do you mean by that? Can you elaborate on generic produced video content? We often take TV commercials and port them into a banner, like a pre-roll format. I feel we should be a bit more creative about that, like out of home. You very much focus on the creative. You very much focus on the environment. This is something we don't really do online. I totally agree. From my point of view, it's this whole idea that you would never present the same piece of content to a millennial as to a 60-year-old. Of course, that also is defined by the platforms you're at. There's also actually rules about platforms, right? Length of videos and people see it without or with sound and so on. I think you addressed the challenge here very correctly. I think the challenge is about fragmentation and connectivity, and the latter actually poor connectivity. As a consumer, I go online whenever I want. I go online on many different devices. It's very hard to keep track of all of that. It's very hard to have that unified view of me, so how I move and what kind of content you should address me with. When it comes to technology, that usually solves the problem, but it really doesn't because most of the data lives in silos and is not really usable outside of that silo. It's very hard to come up with relevant messaging and then even making it accountable.