Hsiao-Chi Talks Monetizing Video, Future Trends, and Living in NYC
Below is an article originally written by PowerToFly hiring partner 33 Across, and published on June 22, 2018. Go to 33 Across' page on PowerToFly to learn more.
With the news of Instagram launching its Instagram TV, it's pretty evident that video is the future of advertising technology. Hsiao-Chi Weng, our Director of Video Operations understands the importance that video advertising will play in the future. For this edition of Friday Fives, Hsiao-Chi offers some advice on how to monetize the often-challenging space, skills needed to perform her job; and dishes on the pros and cons of living in New York City.
How did you get your start in working in video advertising?
I started my career on the agency side and witnessed some interesting changes within the digital boom. As advertising dollars continued to shift to online, I had a chance to learn the ins and outs during the early stages. I was fascinated with digital advertising in general, specifically in video, so I dabbled in the programmatic video world. I have worked in the space ever since and never once regretted my decision.
Access to mobile video inventory can be challenging for some companies. Do you have any advice for them?
Focusing on quality and valuable content would be the key. The quality of the site/app where video appears is one of the most important factors to monetize video business. Additionally, companies should be sure to partner with trusted platforms that will customize ad players to fit their needs. This streamlines the process and helps to monetize content with flexible pricing and innovative video opportunities (in-stream, out-stream, native, and etc.)
What do you think is next for the state of video advertising?
Video advertising is still on the rise and will continue to grow in size and complexity. Innovations in mobile such as vertical video will be a revenue driver for both advertisers and publishers. Thanks to the popularity of social media, user-generated content will also be trending within the near future. Lastly, as companies continue to adapt to the sophistication required for video header bidding, publishers will see significant profits from the technology.
What are some skills/tools that you use on a daily basis to perform your job?
When it comes to work, I always try to be organized, efficient, curious, and results driven.
What is the best and worst part about living in New York City?
The best part about NYC is that you can do anything at any time in the city and that you can meet all kinds of people with different cultures from all over the world! The worst part is that it's just too crowded — everywhere, all year round.
Below is an article originally written by PowerToFly hiring partner 33 Across and published on Apr 13, 2018. Go 33 Across' page on PowerToFly to learn more.
Anyone who starts their career in tech without a computer is pretty much destined for success. Anita Pollert, our general manager of publisher solutions experienced this firsthand. Starting her career at one of the most renowned publishing companies, Anita has grasped the inner workings of both the traditional and digital sides of publishing. Check out her responsibilities in the early days of publishing, advice she has for women in tech, and how she invests in self-care.
How did you get your start in media/publishing?
My first job was an assistant position at Random House Publishing. I remember the editors there being really smart, we published dictionaries and thesauruses after all. My responsibilities were use the fax machine, deliver documents on foot, and collate huge packets of paper. I didn't even have a computer until 6 weeks into the job. I made my leap into digital at CNET as both an Ad Trafficker and Account Coordinator. I was on the job for two months before I understood what an impression was.
What's the biggest change you've seen take place since you entered the industry?
The biggest change I've seen would be the inventions of programmatic and header bidding. These technologies have allowed for the rise in intelligence and sophistication around the selling of non-reserved inventory. Through implementing programmatic and header bidding within their monetization strategies I have seen publishers increase their revenue exponentially.
What advice would you have for other women looking to enter in leadership roles?
My advice to women entering into leadership roles is to remain true to your personality. Ad tech is male-dominated, you may not feel like you fit in and that's ok. Instead, focus on embracing that concept that you can offer insight from a different perspective. Also be sure to support other women in the choices that they make within the industry and throughout their careers.
How do you build and maintain your professional relationships?
I have found that the more you understand the challenges, fears, and hierarchy systems your clients face, the more you can tailor your solutions and approach to fit their needs. Listen to your clients when they tell you things such as: "I'm busy," "I can't make a decision right away," or "I don't have the resources." They will appreciate your understanding and come to you when the time is right. The publisher business is built around long-term relationships.
How do you indulge in self-care?
There is a pilates studio right down the street from our office that makes me feel amazing. I've been going at least 4 times a week. That's a lie! I get there once a week and practice self-care by hanging with my daughter on the couch, using my array of hot sauces on Mexican food, and watching the Housewives of Beverly Hills with a glass of wine.