Extreme Reach

It’s Time for the Cloud to Transform Video Advertising

- Michael Roney

The digital era is heralding transformative opportunities for many industries and innovative companies. A case in point is Extreme Reach, a Forbes 2016 Cloud 100 company that enables the world’s biggest brands and their agencies to seamlessly execute video campaigns across TV and video screens. With 3 million video ads in its cloud and 80,000-plus interconnected platform users, the company has a big stake in the future of video advertising.

From its position at the center of the ecosystem, Extreme Reach has witnessed, firsthand, the widespread executional fallout of the rapid rise of data- and technologydriven media buying, often referred to as programmatic advertising. While the industry has made exciting progress in media buying to reach audiences across screens, the truth no one talks about is that the execution of those brilliant strategies is mired in inefficiency, manual burden, costly errors and missed opportunities for brand ads to work their magic.

There’s a Time and Place for Everything

Today, when you want a friend or relative to see a video, you can simply send them a link to view. Meanwhile, in the complex advertising-execution landscape, pristine, quality-controlled brand ads—which are expensive and time-consuming to perfect—are downloaded, uploaded, manipulated and degraded multiple times before a campaign can start. At the same time, brand ads with complex talent and rights restrictions are playing all over the Internet, out of compliance.