Videos from IAB Cross-Screen Marketplace
Peter Naylor, Senior Vice President, Hulu, opened the morning to a packed house at the Crowne Plaza, for the 2014 IAB Cross-Screen Marketplace, Spotlight: Video. Peter set the stage for the day on this most compelling topic by sharing ways Hulu has embraced the shift to cross-screen marketing.
Elizabeth Ross, President, BPN, spoke about connecting the dots. Capturing the promise of the cross-screen universe is not about understanding the disparate parts or figuring out the next game-changing technology. The industry has been talking about this revolution for a long time, but she urged the audience that now is the time to act. We can do so by creating meaningful experiences for people—not users, consumers, viewers, targets, but people. She challenged the room to consume the media they work within. “When is the last time you clicked on a banner or watched a commercial?” she asked the room full of media executives. She recommended three steps to moving forward: embracing automation; using data but being skeptical—sometimes the data is wrong; and sequencing.
Next, Ivy Esquero, Senior Thought Leadership Manager, Global Consumer Insights, Microsoft and John Piontkowski, General Manager, Advertising and Online Division, Eastern US, Microsoft Advertising, highlighted the power of video in a multi-screen world. As everything becomes more amplified, it is more and more challenging to reach consumers. XBOX Entertainment Studios are creating connections between technology and the consumer beyond streaming video, but experiential, original content which they hope will change the way consumers see content and engage across devices.
Torrence Boone, Managing Director, Agency Business Development, Americas, Google and Todd Gordon, EVP Integrated Trading MAGNA GLOBAL, had a chat with IAB’s Peter Minnium, Head of Brand Initiatives and the day’s host, on being “upfront” about cross-screen marketing. Google and Magna Global recently signed a very large partnership deal. The pair stressed that the deal is not about media—it’s about thinking about non-ad products, like street signs, maps and Google glass. Programmatic plays a big part. Part of the partnership is the YouTube Partner Program, which helps Magna Global brands think like a YouTuber, infusing video strategically into the mix. Google-Preferred Music Lineups take premium content to the next level, giving a unique behind-the-scenes experience for users, opening up immersive possibilities for consumers and advertising opportunities for brands by creating limited inventory on something that was once abundant.
Following a networking refreshment break, attendees participated in Marketplace Presentations. Then after sharing lunch in the Times Square Ballroom, the group split up for workshops. Topics included “How to Successfully Repurpose TV Commercials for Digital Display Ads”, “Buying Screen by Screen is Soooo 2013”, and “Closing the Loop of Data-Driven TV Reporting.”
The general session reconvened with Glenn Brown, Senior Director, Amplify, Twitter, who discussed leveraging the second screen to make content a conversation. 2013 saw one billion tweets around TV broadcast with 70 percent of those tweets viewed during broadcast. Amplify takes the social soundtrack – what people are talking about—and makes it stronger by injecting video and audio into the Twitter stream. “Second screen storytelling is just getting started,” Brown said. He added, “TV by itself it in a great age of storytelling and creativity and smartphones are making TV even better.”
Leslie Hall, President, ICED Media and Junko Mizobuchi, Director, Content, Global Integration Marketing Communications, Maybelline New York presented the case study “Big Eyes Mascara Choose Your Own Adventure.” Maybelline New York’s goal was to create a modern choose-your-own-adventure style immersive makeup tutorial video that highlighted the four pillars of the company: fashion, innovation, education and NYC. Videos were created in HTML5 so it could be seen globally on any device, and connected to local commerce sites. This was the first of its kind in the cosmetic industry.
The Publishers perspective came from Dan Ackerman, Senior Vice President Programmatic TV, Adap.tv, and Artie Bulgrin, Senior Vice President Global Research and Analytics, ESPN. Cross-screen advertising is one of the industry’s hottest trends. As is typical, every major shift starts with a push from buyers. To take advantage of ESPNs total reach—42 million total reach men 18+—an advertiser needs to place messages across all platforms. Multi-platform works. Programmatic gives us a tool to make rapid, educated advertising decisions.
For the closing keynote Group M’s Ari Bluman, Chief Digital Investment Officer, sat down with Peter Minnium for a fireside chat. Ari’s role at Group M is to ensure Group M spends its media dollars in the most efficient way possible. The lively conversation covered everything from viewability, automation, piracy, fraud, standards, and trust. “Viewability is not a stand-alone issue, I look at piracy and fraud. TV has had metrics in place for a long time, but we do not. If you only print half of an ad, that’s a make good... If you only run half a commercial, that’s a make good. There’s no equivalent for that in digital. Standards need to be created for both digital and video. Trust needs to be built.”
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