Time spent online, on device and on connected TV is growing exponentially, forcing marketers to create content that commands consumer time and attention. The 2011 IAB Digital Video Marketplace addresses the most pressing issues across this vibrant platform by providing insights and expertise to help the ecosystem thrive.
Major themes include
How can brands create content that entertains rather than ads that interrupt?
Balancing Bought, Owned and Earned Media
How are brands complementing paid campaigns with earned and owned media?
Managing Media Rights and Accountability
With so many parties involved in creative production, distribution and measurement, who owns the rights? How is the revenue shared?
Mobile video is exploding, but can the marketplace address supply chain issues across a device landscape that evolves in real time?
Navigating Video Metrics
With an overabundance of analytical tools each measuring different performance metrics, how are brands evaluating campaign success?