Live from New York, it’s… ad:tech
Goodbye, ties.
Well, at least we have that resolved. During a keynote session this morning at ad:tech new york Randall Rothenberg, President-CEO of the Interactive Advertising Bureau (IAB), asked hundreds of people attending the session whether the downward economy would cause men to wear ties more frequently.
Only a smattering of hands went up. So, although it’s a period of austerity — with a growing number of executives looking for new jobs because of the financial crisis — neckties still seem headed for the dustbin of history.
The keynote session, titled the ‘State of the Industry,’ addressed some of the trends in online video and how marketers can improve the use of video in their online ad campaigns.
Rob Norman, CEO of ad agency Group M Interactive, said ad agencies have fueled online video. “Without us, you’re not watching The Office or CSI,” Norman said. “Without advertisers, you have no funding for the content [for online video] and that gets lost in the conversation about content.”
David Morris, Chief Client Officer of CBS Interactive, said pre-roll ads work best for CBS fare online. “People are OK with a 30-second ad in front of a 24-minute sitcom,” he said, adding that to create scale for online video advertisers should adopt online-video standards crafted by the IAB.
Morris said CBS Interactive is currently working on developing a Social Viewing Room, which would enable people to watch the same content online, but from different locations, and comment collectively on the programming.
“Finally, MST3K (Mystery Science Theater 3000) takes over the world!” Rothenberg said.
Were it only so.
The conference, which kicked off on Monday, runs through Thursday. There are 352 exhibitors here hawking their online advertising products and services; the number of attendees could not yet be determined but our guess is it’s easily in the thousands.
Matthew Schwartz is Senior Editor of ScribeMedia.org and host of the WebTV series, From Print to Digital.
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