Nextwave Advertising
Video Advertising on Mobile, Broadband and TV
Back in the early days of online video advertising, say 2007, when short form video ruled supreme as the only accepted form of online video, I often found myself waiting through a 30 second ad to watch what eventually turned out to be a minute long video.
And the video ad serving platform of the site I was visiting wasn’t smart enough to show me a reasonable ratio of ads to content, so I would have to watch a 30 second ad not just for the first video I tried to watch, but for every video after that. And it most likely delivered the same ad for each video from the one brave advertiser experimenting online.
So I ended up hating the site and the advertiser. After all, they somehow managed to waste a minute of my time for each minute of video I tried to watch. The total experience lasted about 2 minutes - 5 seconds for the pre-roll to start, followed by 30 seconds of pre-roll, 20 seconds of buffering and spinning wheels while the video I want to watch loads, followed by a minute of video.
Pre-roll is the poster child for online video advertising. It’s where most of the money is going and a format that advertisers and media buyers are familiar with. It’s easy to take the broadcast CPM model and migrate it online. But online, people don’t appreciate a 30 second pre-roll, especially in front of short form video.
What should sites and advertisers do with short form video so they don’t drive users crazy?
What are the emerging online ad models? And how will web properties and ad platforms introduce these new models to advertisers without confusing them with so much choice. After all, on TV there’s really only one model, the 30 second spot, that delivers a CPM and a brand lift that the advertiser then tries to measure.
How will ad platforms help brands and media buyers make sense of the reems of analytical data that can be tracked online, from clicks to other forms of engagement measurement.
How much of the $70 billion brands spend on cable and broadcast will move online? And what ad models will see the most growth?
Speakers
- Bismarck Lepe, CEO, Ooyala
- Bettina Sherick, Vice President, International Digital Marketing, Twentieth Century Fox
- Waikit Lau, Co-Founder and President, ScanScout
- Brent Stafford, Vice President, Business Development, VideoClix
- Kevin Barwin, Vice President of Business Development, Overlay.TV
- Marc Zachary, Senior Vice President of Business Development, Auditude
- Matt Cutler, Vice President of Marketing & Analytics, Visible Measures
- Lauren Cole, President, Cole Media, Moderator
Our coverage of Digital Hollywood would not be possible without the support of our sponsors, who support our mission to share educational content for the benefit of the media, film, broadcast, online video and advertising communities:
- Adobe: creator of flash and flash media server;
- Ooyala: live and on-demand video platform for organizations and individuals that produce video;
- Telestream: live video webcasting software for Mac and PC;
- ProFlixSales: production equipment for the video production community;
- Highwinds: content delivery network for live and on-demand video;
- LiveU: mobile video broadcasting solution;
- ioStor: data storage for media professionals.
Peter Cervieri is co-founder of and Director of Business Development for ScribeMedia.Org. He has many fetishes. Among them is collecting business cards.
Discussion
No comments for “Nextwave Advertising”
Post a comment