Scott Reese is CEO and Co-Chairman of the Board at blurbIQ, an interactive video advertising company that attempts to maximize the experience for consumers. The Makegood recently spoke with Scott about his position and latest trends in interactive video advertising.
The Makegood: Scott, you are a serial entrepreneur that has started up 3 successful ventures over the last 10 years. What would you say is the biggest challenge you faced as an entrepreneur?
The easiest thing is finding a solution to a problem and developing the technology that addresses the specific problem. The biggest challenge is finding the decision makers who can drive the technology within an organization and actually pay you. It goes back to the old adage, “it’s not about the technology, it’s about the people.” You can have the best technology in the world, but if nobody knows about it or is willing to bring it forward to their clients and utilize it, then you really don’t have anything.
The Makegood: As the CEO of blurbIQ, a startup ad tech company that focuses on interaction, can you tell us what your role focuses on?
The short answer is everything. As the CEO of a startup, you must be a jack of all trades and perhaps a master of none. You must be able to focus on establishing relationships with clients and partners who can buy and sell your product.
My role focuses on ensuring our team is developing the best technology that addresses the problems of the advertising industry, then bringing our product to market and advancing adoption. I refuse to bring to market the same old mundane advertising experience that has been shoved down consumers throats since the genesis of advertising. The real focus is to continually improve upon ad units that consumers like while giving advertisers campaigns they can measure and see true value in. Immersive, engaging, unique, and straight up “fun” interactive video units are of the utmost importance.
The Makegood: blurbIQ believes that brands should make the viewing experience of ads more game-like and even interrupt viewers. Can you explain how this works and why it is effective?
Let’s be honest. Ads interrupt viewers from the content viewing experience. Ads inherently are the interruption. Viewers rarely even pay attention to the ad and find something else to do (like make a cup of coffee or view a different website until the ad is over). At blurbIQ, we drive viewers to play the ad as opposed to just watch, thus giving consumers an active engaging experience with the ad that they would not otherwise have. We offer a wide range of interactive video executions, from interactive video gamification, choose your own adventure, build your own product, skip ad/type in message guarantee, and fully customized units. Leveraging the human being’s psychologically predisposition to engage in gaming, we give the viewer something to do that is entertaining and we give them a reason to interact and engage with the ad. When consumers interactive with a video brand message, they are more likely to remember the brand at the point of purchase.
The Makegood: Can you tell us about some recent campaign successes?
We have had a number of great successes with multiple partners and clients in the last few months. From working with Mojiva Mobile Ad Network along with Focus Features and 20th Century Fox, to Grab Media and Universal Pictures, to Break Media and AT&T. On average, we are seeing upwards of 70%+ video completion rates, 10x plus lift in interaction and higher click through rates to straight video.
The Makegood: Thanks, Scott.