Newer Video Ad Formats Compress Purchase Funnel: OMDs Georgina Thomson Beet.TV

SAN JUAN, Puerto Rico – The television audience is growing more fragmented as viewers divide their time among a wider selection of streaming platforms and connected devices. The growth in streaming also is driving grater experimentation with ad formats, including those that give viewers a way to respond quickly and easily.

“There’s really a lot of different units that are coming into play as well right now. We’re seeing interactive units, whether it’s QR codes or shoppable units as well,” Georgina Thomson, head of programmatic at Omnicom’s OMD USA, said in this interview at the Beet Retreat San Juan.

“They’re condensing the funnel. They’re allowing us to use video not just as an awareness play but also as a conversion play,” she said. “It’s really allowing us to take a different perspective of how we’re planning video and how we’re actually buying it as well.”

Brands also can gather more first-party …