IAB Innovation Days

Randall Rothenberg is opening up IAB Innovations Days talking about the importance of content. The first speaker this morning is Lloyd Braun of BermanBraun being interviewed by Wenda Harris Millard. LB talking about how he started BermanBraun due to frustration with working within existing large, corporate environments. "No one in Hollywood thinks you can make $10 in digital content." Hollywood is dominated by the existing measurement system and no number of views on Hulu, etc., will change the needle at all. He's realized that the one-off events that they've been doing won't generate the right revenue in the long term.

For advertising, it's all about display advertising and then requires constant unique reach. The real key measurement for them is engagement. What's your time spent, how many page views. I get NY Times Everywhere, but I still have to pay extra to get in it on my Kindle. That's ridiculous. Once you let the cat out of the bag, it's hard to get people to go back and pay for it.

When asked about how he would've done LOST differently, I would've liked to have had some additional writers who would do "twigs" off of the main story branches that might only live online. Our job on the advertising deal is to make the client & agency very happy, It's not the first deal, it's whether or not they come back again.

For brands that are still relevant today, ability to exploit all of the channels available is very powerful.

IAB Innovation Days.