How New Consumer Habits Are Driving the Advertising Community to Innovate, and the Challenges with Scale, Part II
Traditional television is moving to the Internet. Though today’s consumer can effectively avoid watching advertising on TV through new time- and place-shifting technologies, the “opt-out” function and other choices make it easier than ever for consumers to skip ads online too.
Yet when asked, 75% of consumers prefer advertising over paid subscription models. To keep up with these new consumer video viewing habits and trends towards watching video content online, content owners, advertisers, and technologists must turn into entertainers, or lose precious eyeballs and dollars.
To keep audiences captive, advertising must become the new form of entertainment. As content owners, advertisers and technologists begin to better understand video advertising opportunities, one important challenge has come to light: SCALE.
On top of creating compelling advertising content, the problem for video advertising isn’t targeting or ad formats. The problem is the inability to scale in-video media buys so that demand (buyers) can leverage the growing supply (sellers).
Gene Pao, VP, New Media and International Development, FUEL TV, Fox Cable Networks
Jim Moloshok, Executive Chairman, Betawave
Brian Fitzgerald, co-founder and President, Gorilla Nation Media
Jamie Elden, Vice President, Digital Alloy Media + Marketing
Jack Rotherham, SVP, Strategic Sales and Partnerships, Metacafe
Thomas F. Tafuto, SVP, Creative, D I G I T A S
Daniel Harris, Chairman & CEO, MEDIAPASS GIGANTIC, Moderator
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