liveblogging OMMA Global Moderator:
Gary Gannaway, CEO, WorldNow
Speakers:
Chris Allen, VP, Director of Video Innovation, Starcom
Mike Henry, SVP, Veoh
Eric Hadley, CMO, Heavy.com
Patrick Keane, Executive Vice President & Chief Marketing Officer, CBS Interactive
Rebecca Paoletti, Director, Video Strategy, Yahoo
In the past Interactive agencies lead the buying for online video but now working more with TV buyers. But its a lot of education - rebecca: I tell them that if they can put 1% of their TV budget to work in online video they can drastically
Impediments,Challenges,Solutions - to bringing advertisers and agencies to these platforms:
Education - what is in this space and how will my content/brand be represented there?
Measurement - TV people are all CPM but interactive/online CPE is becoming more relevant (cost per engagement - time spent and quality of it not just impressions)
Scale
Understanding what works in a video rich environment - you have to think differently to engage in marketing in this space. Reminding buyers that this is a different experience and different mentality for end user - you don't have complete share of voice you have a small player and complex context. Re purposing commercials isn't typically going to cut it.
Users will go where they can get the broadest range of content and best experience with it. We need much better navigation and discovery engines in order to really get going with video - it's just not there yet. Large portals get where they are because of the search - people go where they think they will find what they are looking for so untill search develops better its about perception.
In five years everything will be dramaticallly different in this space (all agree) Mobile will be the big thing, video search will be better, devices for getting content will all be linked changing how people find and use it in their lives. Generation that is coming of age in the next 5 years is already very different.
People buy TV for reach and until there is an easy way to replicate that reach they will still prefer to buy TV.
Any categories that have not been able to spend on TV that are a good opportunity for Online: Alcohol, Digital.
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