Digital Hollywood (Los Angeles)
Wednesday, May 6th 2009
NextWave Advertising: Video Advertising on Mobile, Broadband and TV
- Bettina Sherick, Vice President, International Digital Marketing, Twentieth Century Fox
- Waikit Lau, Co-Founder and President, ScanScout
- Brent Stafford, Sr. Vice President, Business Development, VideoClix
- Kevin Barwin, Vice President of Business Development, Overlay.TV
- Marc Zachary, SVP Business Development, Auditude
- Bismarck Lepe, CEO, Ooyala
- Matt Cutler, Vice President of Marketing & Analytics, Visible Measures
Lauren Cole, President, Cole Media, Moderator
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, people often found themselves 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 wasn’t smart enough to show a reasonable ratio of ads to content, so one would have to watch a 30 second ad not just for the first video, 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 a viewer ended up hating the site and the advertiser. After all, they somehow managed to waste a minute of time for each minute of video someone 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 you wanted to watch loaded, 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 reams 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?