The leadoff session at the recent Video Ad Summit focused on changing consumer viewing behaviors and how they upend the traditional concept of programming by day-parts. We had a great cross-section of perspectives from panelists including Ken Lagana (SVP, Sales, CBS Interactive), J.R. McCabe (SVP, Video, Time, Inc.), Andrea Palmer (VP, Group Media Director, Digitas) and Chris Smith (VP, Video and Mobile, Collective), with Jonathan Carson (former Global President, Digital, Nielsen) moderating.
The video is below and runs 43 minutes, 12 seconds.
Below is the full video of last week's VideoSchmooze session, "Cracking the Code on Multiplatform Success," which included Peter Dolchin (VP, Viacom Media Networks), Jason Forbes (EVP, zeebox), Ran Harnevo (SVP, AOL On Network), Chris Smith (VP, Collective), with Olivier Manuel (Principal, Accretive) moderating.
The group covered a lot of ground, sharing insights on what their companies are doing with multi-platform and how they view multi-platform unfolding. Among the specific topics they discussed included:
- What is the definition of a "TV" in the online video age?
- What do marketers want - unified measurement for media buying, or separation by platform? And what do incumbent linear networks and upstart online-only programmers want?
- What is the difference between "TV Everywhere" and "Video Everywhere?" How are new programmers challenging incumbents to force more audience fragmentation and how is the ad community valuing this programming?
- Can online-only originals be financing solely on ads or do they need a dual revenue stream with subscriptions, like cable?
- Does premium content that was produced for the web get TV-style premium CPMs or will it be considered low-cost web content? How important is targeting matter and what other factors matter?
- Do ad formats need to be different on TV, mobile and online?
- How can business models align with user behaviors, and who's succeeding in doing this today?
- What lessons does mobile, with the dominance of iOS and Android, offer to connected TV space? Will a "connected TV operating system" emerge and if so, who will drive that?
- How does social help the discovery process and combat DVR usage?
And much more!
There's been a lot written about how challenging it has become for brand advertisers to reach audiences effectively given the splintering of attention across screens. No longer is it sufficient to simply buy TV ads and expect to reach all targets; online and mobile must be added as complimentary channels.
This isn't easy, but as a new report released yesterday by Collective, "The Multi-Screen Advertising Playbook," shows, it is possible. Sharing results from a series of its clients' multi-platform campaigns, Collective provides specific details on how online campaigns augment TV buys to achieve marketing objectives.
Collective has released its Video Metrics Report 2012, delivering 6 profiles of online video viewers who are female and heavy buyers of certain types of consumer packaged goods. The 6 profiles are for buyers of diet foods, organic products, beauty products, household products, baby care products and carbonated beverages. For each profile, Collective shares index figures for age, income, occupation, product preferences and TV consumption. Collective also offers marketers specific tips for how to reach these 6 profile groups with online video advertising.
Collective generated the profiles by analyzing hundreds of millions of video impressions along with its Audience Cloud profile database and Personifi purchaser data. The insights are valuable for brands that are seeking to reach certain types of potential buyers using online video advertising, in conjunction with TV ads.