Humping The (new) Media Landscape

Video: Hyper-Distribution or Hype?:liveblogging OMMA Global

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.

Liveblogging at OMMA Global

I am attending some of the panels at OMMA Global conference today.  Right now sitting in the What is Content? Panel. A subject that is in fore for me as I work on social marketing at Showtime. I always look at anything we put out there as content or else it has no value. Any and all marketing and promotions should be considered content it's one of the positive effects of the flattening nature of the web. All information has equal value. Google changed that because it's efficiency lead to creating a hierarchy of  information that prioritized what indexes well in its search.  Ok, I could follow that  rambling train of thought all day but back to the panel...

WHAT IS CONTENT?

MODERATOR: Diane Mermigas, Editor-at-large, MediaPost's MediaDailyNews

SPEAKERS:
Jason Kilar, CEO, Hulu
Jeff Berman, President of Sales & Marketing, MySpace
Albert Cheng, Executive Vice President of Digital Media, ABC Television Group
Mark Goldman, Chief Operating Officer, Current Media
Douglas Scott, President, OgilvyEntertainment

The day of passive viewership is over.

Despite the absence of a unified cross platform metric - metrics my never develop for this - how are you addressing this? Is it more about setting up and meeting specific goals for each

Digital is always held to a higher standard because more can be measured. Thus

Hulu belives inletting users make decision for themselves, not in aggregate but each individual.

Breaking news - people like both short and longer form content online just depends on presentation and situation. Hulu is proving this by streaming full episodes.

Days of traditional media buying are numbered. It's about how all the parts work together to drive the sale.

These platforms are all looking at themselves as cross platform media distributors - good, don't get yourself stuck in an 'online video' corner.

It is about creating a singular experience across all platforms and media.

There will be standards but it will be continual innovation until we figure out what works... or since the pace of innovation in this area is SO great will it be possible to ever devlop a standard. When innovation is a driving principal behind a company (goal etc) where does standardization even fit??

It's not about creating standards it about continually finding something to meet needs and get audience attention.

ITP show and NextNY gathering

This, Monday, December 17th.  7PM - 10PM I am planning to check out some cool new media projects from the students at the NYU-ITP Winter Show and then convene with New Yorks most friendly media/tech/entrepreneur social networking group NextNY.

All are welcome RSVP here on the NextNY site if you want to be polite or just show up and no one will hold it against you. It's a very well behaved crowd.

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