Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB, doesn’t need bulky goggles to see the potential of augmented and virtual reality technology for brand marketers. She expects to hear lots of discussion about the subject at the upcoming DEMEXCO 2016 confab in Cologne.
“I was a big skeptic in the beginning,” Bager says in an interview with Beet.TV. “I’ve kind of changed my mind. It’s definitely an area where we see that brands are incredibly interested.”
This year marks Bager’s fourth trip to DEMEXCO. She will be involved in two sessions, one of which will focus on cross-device measurement—something IAB likens to “liquid” creativity and marketing.
“It’s all about cross-screen content that is liquid across screens, and consumers that are also liquid…moving like water through different screens and content,” Bager says. “This year we’re taking it one step up with some research focusing on it.” Watch the full interview of Anna Bager on Beet.TV.
Learn more about IAB@dmexco here.