LONDON – The advertising industry is grappling with a paradox. As premium video content flourishes, accessing it can sometimes seem like a labyrinthine process, particularly for smaller advertisers seeking to expand their reach.
No wonder many in advertising are technology are trying to simplify the complexity that has grown up.
“The number one change or cultural action for 2025 is around simplification in all its forms,” said James Rooke, President of Comcast Advertising, in this video interview with Beet.TV. “The world that big media companies operate in is highly complex.”
Rooke emphasized the need for the premium video sector to adopt a “simplification playbook” from Big Tech, making access as frictionless as possible. He cited tech companies’ user-friendly interface, easy payment methods, and almost instantaneous creative generation capabilities as examples.
“The big tech platforms have done a really, really nice job of making it as frictionless as possible,” Rooke said. …