Executive Q&A: Ariff Sidi, Chief Product Officer, Verizon Digital Media Services

Q. What technology trends will you be following most closely at NAB Show this year?

A. I just read a report that said ad spending on OTT is predicted to increase 20 percent to $2.6 billion this year. As this increases, there’s an amazing opportunity for fully personalized ad experiences. I look forward to discussing this upward trend with broadcasters and content providers, and how they can capture the largest share of this revenue as a part of their overall content strategy.

Q. What is the top business challenge for 2019 facing companies or your customers in the media and entertainment industry?

A. Consumers are cutting the cord. They’re not cutting their high expectations for quality. Broadcasters and content providers not prepared to deliver video that’s at the same quality as TV, regardless of the device, run the risk of lost viewership and revenue. Brands need to take a holistic approach to deliver high-quality media experiences. A single provider with an integrated platform eliminates complexity and ensures high-quality media experiences at global scale.