What really is the future of video?

Campaign, alongside the video advertising specialist Teads, hosted a heated discussion in Cannes on the future of video: how it's created, delivered, measured and used - and how brands can get real returns

There’s an increasing demand for speed – but also a realisation that you can’t compromise on quality. People switch off very quickly."

On a yacht nestled against the Palais in Cannes, Jon Forsyth, the founder and chief communications strategy officer of Adam & Eve/DDB, cuts to the heart of a creative problem. How do you retain quality both in delivery and content for effective video?

It’s a puzzle that can only be solved via collaboration, Adam Freeman, the Bloomberg EMEA managing director, says: "A creative agency can’t do it without a media agency; a media agency can’t do it without a tech company."

This lack of joined-up thinking is leading to flaws in delivery,Teads’ UK managing director, Justin Taylor, says: "I’m not seeing video designed for mobile. Eight seconds is optimal to create a brand impact; we’re asking users to watch 30 seconds’ pre-roll before a two-minute video."

Agencies can solve the problem by making better use of the numbers, Paul Adams, the managing partner, OpCo clients, at iProspect, says: "Data’s driving creativity and the media choices we make. You can target people at the right moment in the right stream with the right type of content."

Ultimately, Dan Hagen, the chief strategy officer at Carat, says, marketers need to think about people – not product – first: "For years, they have been given products and told to figure out how to shove that down people’s necks. We should be working out what people want, then saying: ‘Figure out how to make money off this.’"

"Quality does matter. Consumers will judge based on the quality of message – over a period, the quality of the content will reflect the brand. You have to keep the quality for the brand" - Jon Forsyth

"Advertising hasn’t changed fundamentally. It’s just getting shorter, it’s getting more rapid, more agile, we’re just having to evolve it. Maybe media planning is in that most exciting phase of its life." - Justin Taylor (left)

"We talk about news as ‘the stream’; there’s no beginning, middle and end. Where you dip into the stream impacts understanding. Recognising where the audience is in the story is a massive challenge" - Adam Freeman

"When it comes to mobile or different platforms, we should start looking at individual channels. We’ve been talking to the phone far too much, when we should be talking to the consumer" - Guillaume Lelait

"Marketing is getting much more consumer-centric – retargeting programmatic and using social to figure out what’s interesting, and creating content that’s relevant for them, rather than the brand" - Michael McComb