Video is doing more than ever. ThinkLA's Video Brunch dove into the details of how and why. Presented by Comcast Advertising at the Skirball Cultural Center, this year's event brought together brand marketers, publishers, agency leaders, and technologists for a morning built around one question: Can video do it all?
Measurement led the way. Matt Smart of EDO and Stacy Fairbanks of Kia Motors America kicked things off with a look at the art and science of TV campaigns, using the Kia Telluride's marquee media moments as the case study. From a Times Square takeover during New Year's Rockin' Eve to Olympic and World Cup placements, Telluride's cultural moment media consistently outperformed the brand's typical primetime average, contributing to Kia's best-ever first-half sales performance.
Creative and tech got their turn next. Rick Gledhill and Efrain Montañez of King+Country sat down with Chris Hill of the NFL for a fireside on storytelling, creative, and how AI is reshaping production from the ground up.
Investment and measurement got a second look from Mariam Asmar of Higgsfield AI, Brian Diamond of Canvas Worldwide, and Amber Perry of Comcast, who dug into how brands are approaching video spend in a fragmented ecosystem.
Then TiVo Ads flipped the script entirely. Craig Chinn's spotlight, "Before the First Video," introduced research showing the video decision actually happens before a single video ever plays. Smart TV owners spend more time on the home screen than inside any app, and home screen advertising touches every stage of the funnel, from awareness to retention, before viewers even hit play.
Cultural moments took center stage in a panel moderated by Mike McLaughlin of The Trade Desk, featuring Aly Grove of Universal Pictures, Mike Hood of NBCUniversal, and Brittany Humes of Focus Features, who explored how brands are capitalizing on the world's biggest shared experiences.
And the day closed by asking video to prove itself further down the funnel. Clay Ariail of Rocket and Davi Kong of Zenith wrapped things up with a conversation on moving video beyond awareness and into conversion.
Thank you to presenting sponsor Comcast Advertising, panel sponsor The Trade Desk, spotlight sponsor TiVo Ads, creative partner Punch, and music partner Audacy for making the morning possible, along with co-chairs Jonathan Renteria and Autumn White and the event committee.
Photo Album
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