One of the most interesting panel discussions at the recent Video Ad Summit was “Reaching Audiences at Scale: Will TV Succeed in the Digital Age?” which included Adam Gerber (SVP, Client Development & Communications, ABC), Mike Germano (Chief Digital Officer, VICE Media), Melissa Kihara (Global VP of TV & Video Products, Xaxis), Bob Toohey (President, Verizon Digital Media Services) and Lorne Brown (Founder and CEO, Operative) moderating.
It’s no secret that video viewing is fragmenting and linear TV is declining as new video sources proliferate and behaviors change. Still, TV networks are running fast, distributing programs in new ways, investing heavily in data to better enable targeting by advertisers and leveraging social media to better engage viewers.
As Adam pointed out, research suggests that scale in long-form ad-supported online viewing is dominated by TV networks. But as he also pointed out, scale in data and audiences is dominated by platforms like Facebook and Google. This is one of the key sources of tension for advertisers - how to combine the best of both, to achieve scaled, targeted, efficient, effective, trusted advertising in premium video?
The panelists agreed that for lots of reasons the market is nowhere close to reaching this nirvana state. They explored all the reasons why, along with things that are being done to move the ball forward. For anyone trying to better understand how TV is evolving in the digital age and what role it will play, it’s a fascinating discussion.
Watch the video now (39 minutes, 48 seconds).
As the traditional bridge between buyers and sellers in the video ad business, agencies have a huge vested stake in how programmatic plays out. On the one hand, programmatic gives advertisers more control than ever in terms of managing their spending and targeting their audiences. But on the other hand, programmatic requires highly specialized new skill sets and investments to truly pay off.
These topics and more were part of our “Agency of the Future” session at last month’s SHIFT // 2015 Programmatic Video & TV Ad Summit. The session included Christina Beaumier (SVP, Xaxis Media), Adam Kasper (Chief Media Officer, Havas Media North America) with Steve Grubbs (Prohaska Consulting and former CEO, PHD North America), moderating.
Adam and Christina shared how their organizations are structured to capitalize on programmatic, why automation does not lead to staffing cost savings, what the proper agency compensation models are for programmatic, whether programmatic video and TV should be planned/executed in one group, why connected TV advertising is gaining momentum and much more. It’s a fascinating discussion for anyone with an interest in agencies’ role in the programmatic future.
Programmatic is one of the most important trends in the online video advertising industry, with eMarketer forecasting that in 2016 nearly $4 billion of online video advertising will be transacted programmatically. At last month’s Video Ad Summit, one of our sessions focused on programmatic video advertising from the advertiser/buy side and another from the content provider/sell side.
The advertiser/buy side session included Larry Allen (SVP, Business Development, Xaxis), Jim Caruso (VP, Product Strategy, Varick Media Management), Neeraj Kochhar (Managing Director, Buy-Side Platforms, Tremor Video), Troels Smit (Head of Demand Sales, LiveRail), with Gain Dunaway (Senior Editor, AdMonsters) moderating.
The content provider/sell side session included Doug Fleming (Director of Programmatic, Hulu), Manny Puentes (Chief Technology Officer, Altitude Digital), Sorosh Tavakoli (SVP, AdTech, Ooyala), Tim Trevathan (SVP, Publisher Solutions, Defy Media), with Ashley Swartz (CEO and Founder, Furious Corp.) moderating.
The session videos are included below. Taken together they provide a wealth of insights about where programmatic video advertising is today, the key opportunities and challenges for advertisers and content providers, what’s ahead, plus lots more.
Last week's Video Ad Summit program included two sessions on programmatic video advertising, one of the biggest trends in the business today. The morning session focused on the buy/agency side and included executives from Harmelin Media, TubeMogul and Xaxis. The afternoon session focused on the sell/publisher side and included executives from Google, LiveRail, VEVO, Videology and Weather. Both were moderated by Ashley Swartz, CEO and founder of Furious Minds. Videos of both sessions are below.
TV is moving to digital - and fast. Today, billions of digital ads are seen everyday by millions of online viewers, yet 99% of those ads are repurposed from television and often measured by traditional TV metrics of reach or gross ratings points (GRP). Not only is this inefficient, but it also only scratches the surface of measurement’s potential for digital video.
Last week, our company hosted a panel discussion in New York City with top industry leaders and agency executives to discuss the evolution of measurement beyond the current standard of impressions and GRP. We agreed that using the same success metrics as TV measurement for digital video is insufficient and the true potential of what digital video can accomplish for brands will only be reached when we look at factors such as post-impression activity, increased website visitation, lead generation, and even offline sales. These metrics looked at the broader effectiveness of digital video ads beyond simply reach.
Some of the questions addressed by the panel included: is the industry ready to add more customized measurements what should they be? What challenges do they bring? How can we balance between the need for a standardized measurement unit and customization (the specific needs each brand advertiser)?
It was a great night and I wanted to share some of the key perspectives from the panelists during the discussion:
At the June 4th Online Video Ad Summit, audience targeting was a recurring theme. We had a dedicated session on the topic, led by Richard Glosser of Hilltop Digital, with panelists from Altitude Digital, Nielsen, Xaxis and Videology. Topics ranged included the role of Nielsen's Online Campaign Ratings, targeting across platforms, how programmatic fits in, the value of different types of data sets and more. (Duration is 39 minutes.)