Results tagged “Jason Krebs” from IABlog

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In this, the final installment of the IABlog series, “IAB Asks NewFront Sellers,” NewFront founders and presenters share what excites them the most with regard to digital video content, advertising, and the NewFronts.  Here’s what they had to say:

Ben Dietz, VP Sales & Business Development, VICE Media 

We’re excited about the IAB Rising Stars, in terms of their ability to incorporate video into certain units. We think longer-form video is going to continue to be a mode that people adopt. A quarter of all videos on YouTube right now are 20 minutes or longer. So there’s a huge appetite and a huge shift in the desire to consume longer pieces of content. Ads can probably get longer and less “selly” as a result. 

Jack Bamberger, Head of Agency and Industry Relations, AOL

People should attend AOL’s NewFront on April 29th and they’ll find out. We’ve got some surprises ad exciting announcements that we’ll be unveiling at the NewFront separate from our slate. Last year we were very bold in measurement, very bold in original content, and there’s no reason to expect anything but a continuation of AOL investing more in video. A great example is our acquisition from September of last year Adap.TV and what does that mean to the industry in terms of programmatic video. 

Jonathan Perelman, GM of Video & VP Agency Strategy, BuzzFeed 

It’s about highlighting ways that brands can do really compelling, sharable, video content. That to me is not pre-roll or TrueView ads, but it’s actually custom, bespoke, branded videos that tap into learnings and understandings about what makes video successful and doing that with brands. That’s what I’m really excited about and what we at BuzzFeed have been doing and are really excited to do a lot more of. NewFronts_LogoLock5.jpg

Peter Naylor, SVP Advertising, Hulu

As content consumption continues to be a multi-screen experience, we will see more ad formats with the ability to run across different platforms. On Hulu, we see over 3,000 multi-platform combinations used to watch Hulu Plus each month. For example, I watch Hulu Plus on an iPhone, iPad and my PC. I find that stat to be highly illustrative of the direction consumers are headed. And we can’t just follow where consumers are going, we have to always lead and be one step ahead. So, the ability to run ads across different platforms is a big trend. Another big trend - geo targeting, and ads that are targeted to local viewers.

The Hulu Upfront will take place April 30th in New York, and we’re excited to talk about how we are staying ahead of industry trends and innovating in the space on behalf of our advertising partners, content partners and users. I don’t want to give away too much (you’ll have to wait for the upfront!) but we’ll be sharing some new ways we can help advertisers reach their target audience through innovative new formats, alongside great new programming on our platform.

Jason Krebs, Head of Sales, and Erin McPherson, Chief Content Officer, Maker Studios

Krebs: Everything we’ve touched on [for this Q&A] are trends, because they’re very early. Either it’s Erin fielding different calls from new creators in Hollywood, traditional again, who’ve never done anything online. We have advertisers also asking us about potential new ways that we can take our creators and get them involved in their story. How are things happening socially? Are people sharing these? What are the view times? What are their browsing habits? Are they stumbling upon content? Are they tuning in? We have the whole subscription notion of YouYube. Many of the biggest subscribed channels in YouTube across the earth are Maker creators, and what does that mean? What’s a publishing cycle look? How often should we be producing this content? Where are people coming from when they’ve come to that content? Where do they go after? All of these things. We haven’t said the word data yet, so now I’m saying the word data. All those points are completely brand new. The trend of using all of that so everyone is better at what they do, advertisers and creators and consumers, it’s all early on and very exciting. 

McPherson: For a while now native has been a buzzword. People use that word loosely and broadly. We certainly use it when we’re talking about advertising that is truly organic to the consumer. Native content can be a creative idea that we work on with a brand. Native can also encompass a kind of ad that we’re in the early days of seeing in video. I’ll call it a smart ad, a targeted ad, an ad that understands what consumers’ behavior and interests are. We’re in the early days with video in personalization, really being able to customize not just your video content, but your video ad experience.

About the 2014 Digital Content NewFronts
Each year, thousands of people attend the Digital Content NewFronts to witness great new original video content, learn marketing best practices, and hear headline-grabbing announcements about partnerships that will change the course of the digital medium. This powerful series of presentations proves that digital video is the right place for brands to engage with consumers because consumers are engaging with digital video. Presenters include AOL, DigitasLBi, Google/YouTube, Hulu, Microsoft, Yahoo, and more. Learn More & See Schedule

IAB Cross-Screen Marketplace, Spotlight: Video, May 15, 2014
If you’re interested in digital video, IAB is bringing together thought leaders from both brands and agencies for the IAB Cross-Screen Marketplace. We’ll reveal how the buy and sell side are partnering to develop, deploy, and evaluate the success of multi-screen/multi-channel content and brand experiences, and the increasingly powerful role video is playing in this revolution. Learn More & See Agenda


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In this, the first installment of the blog series, IAB asks 2014 Digital Content NewFronts founders and presenters to explore the relationship between digital video and traditional television, by answering the question:

In what ways do you see digital video filling in gaps that are being created in classic TV and/or creating new information and entertainment modalities?

Jack Bamberger, Head of Agency and Industry Relations, AOL

I don’t look at it as digital video filling gaps verses classic TV. We look at it as connecting it all. This is about connecting advertisers, creators, publishers, consumers, and really the connecting of digital and TV. That is what we see as the future, and that’s what were very, very excited about building toward with AOL video. This is about connecting, nothing more, and in fact, the theme of our NewFront this year is “Connected.” Because that’s really what it’s all about. It’s about all of this convergence that’s going on. It’s about cross-screen. We don’t even use the word “mobile” at AOL. We use the words “cross-screen”, because we look at this holistically. As an example, AOL is on 17 different over-the-top devices. I only see that number increasing. 

Ben Dietz, VP Sales & Business Development, VICE Media 

Broadcast TV, by definition, has to be broad in its appeal. Digital video, because it can be made inexpensively and it can be made by niche groups, means we can tell everyone’s story. We can tell stories that are the most compelling, not just the most widely appealing. Second, digital video can be used in conjunction with other technologies to tell a new kind of multi-layered story… Digital video allows us to incorporate social; it allows us to incorporate events; it allows us to incorporate disparate personalities in a way that the broadcast medium and linear formats don’t. For our partner AT&T we made a film called The Network Diaries. It’s based on a true-life event that’s brought to life as a scripted recreation. If you text in a short code prior to the film’s beginning, you get text messages that correspond to developments in the film

Jason Krebs, Head of Sales, and Erin McPherson, Chief Content Officer, Maker Studios

Krebs: There are new connection points with consumers. But it’s also just as much about the technology and the screens. People are walking around with them in their pockets and their backpacks, so the combination of those two things became very important. Then, something that not a lot of people talk about is you really couldn’t get what was on your TV on the screen in your pocket. 

Logos.jpgMcPherson: The way digital is filling gaps is very nuanced. One, the move to digital by consumers is keeping pace with the massive platform shift to mobile. Two, there’s a new genre that digital captured and that’s short-form. Short-form content and storytelling is something that was born really on digital platforms, and it’s become a major consumption point especially for younger audiences. They are playlisting content in the way we all playlist music. And short-form storytelling is really coming into its own as a genre. So there is the mobile shift. There is short-form. There’s video on-demand. Digital really enables non-linear viewing and on-demand viewing in targeted way that tradition television cannot. 

Jonathan Perelman, GM of Video & VP Agency Strategy, BuzzFeed

Digital video is different than television, and the advertising that works on each platform is very different. At BuzzFeed just about 50% of our video views come on a mobile device. What we believe is that we can create really compelling videos, and we do create really compelling videos. We can do that for brands as well, and we’ve done that. So what’s interesting to me is to look at ways that brands can tell great stories using video that’s different from television. It really focuses all on sharing. You think about why someone will not only engage with video meaning to watch it but also then ultimately to share it. I think that’s the highest marker, saying, “I like this, you’ll like it.”

About the 2014 Digital Content NewFronts
Each year, thousands of people attend the Digital Content NewFronts to witness great new original video content, learn marketing best practices, and hear headline-grabbing announcements about partnerships that will change the course of the digital medium. This powerful series of presentations proves that digital video is the right place for brands to engage with consumers because consumers are engaging with digital video. Presenters include AOL, DigitasLBi, Google/YouTube, Hulu, Microsoft, Yahoo, and more. Learn More & See Schedule

IAB Cross-Screen Marketplace, Spotlight: Video, May 15, 2014
If you’re interested in digital video, IAB is bringing together thought leaders from both brands and agencies for the IAB Cross-Screen Marketplace. We’ll reveal how the buy and sell side are partnering to develop, deploy, and evaluate the success of multi-screen/multi-channel content and brand experiences, and the increasingly powerful role video is playing in this revolution. Learn More & See Agenda