May 2008 Archives

UGC on Monday, Ad Revenue Numbers Released and more!

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The IAB Leadership Forum: User-Generated Content & Social Media is coming up this Monday! Agenda highlights include:

  • The Consumer Is Always Right- Cross Demographic Panel
  • The Future Is Now- What’s here, what’s next and what’s in the way?
  • Wikis & Widgets, Blogs & Tweets: Defining User-Generated Content & Social Media

On May 15 the IAB and PWC announced that the 2007 Internet Advertising Revenue Report shows internet advertising revenues in the U.S. continued to soar.

“This achievement is testament to the continued vitality of interactive” said Randall Rothenberg, president and CEO of the IAB.

On May 22 Campaign Setup Best Practices was released as part of a long term initiative designed to improve operational efficiency in interactive advertising.

“This document is instrumental in helping online agencies and publishers increase the efficiency of the online ad buying process which is a real win for our clients,” said Will Restrepo, campaign management supervisor of Horizon Interactive, and one of a number of agency representatives who participated in the creation of the document.

Ad Unit and Rich Media Creative Guidelines are still out for public comment until June 6. Members of the industry (advertising agencies, advertisers, online publishers and technology vendors) are encouraged to read the proposed guidelines and submit comments on the IAB site.

Don’t forget MIXX Awards Submissions are up! Enter your campaign today.

 

Happenings at the IAB

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Beet.TV talks to Randall Rothenberg

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IAB Leadership Forum: Digital Video Live Blog

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5:30pm
The last presentation of the day left a feeling of awe and amazement in the room.  It was about Video on Demand, Addressable Television and the possibilities that can come out of it. Our presenters were:

Jen Soch, VP, Activation Director Advanced TV, Starcom MediaVest Group
Mitch Oscar, EVP, Carat Digital

Jen Soch led off with an overview on the penetration of VOD, which surprisingly has the same usage rate as broadband at this time and seems to be moving in sync.  She then took us through some of the knowledge gained through a two-year trial of addressable TV in an 8000 person community in Huntsville, AL.  The end result is, simply, it works.  But moving forward, we must further define the metrics and reporting and then make the push beyond cable and into broadcast television.

Mitch Oscar then showed us some of the amazing things we can do in targeting with addressable TV.  With commercials broken up into modules, you can even deliver different versions of the same commercial to different people - and all of this on the fly!

This definitely gave a feeling of wow to the attendees in the room.  It will be interesting to see where and how this technology takes off in the coming years.

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Jen Soch believes for VOD and addressable TV to reach full potential, the technology and business model must follow a parallel path.




IMG_3022.JPGMitch Oscar wows the crowds as he shows just how sophisticated and targeted advertising can be under addressable TV.


And with that, the 2008 IAB Leadership Forum: Digital Video comes to a close. It’s now time to hit the closing reception and enjoy a tasty cocktail and discuss what we learned today with industry colleagues. 

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4:45pm
We just finished up the highly anticipated case study, Sprint, Suave and “In the Motherhood.”  For those unfamiliar, “In the Motherhood” is a series of short videos featuring a professional cast and professional writing, but based on stories submitted by and voted on by actual moms.  The tagline is “For Moms. By Moms. About Moms.”  The end result is something that is not only funny and entertaining, but also highly engaging.  It was about following up on insights to reach consumers in the right way.

Mindshare, who produced the campaign, knew they could create great entertainment.  But they also knew this entertainment would not have value without the right community.  Therefore, just as much effort was placed into building the community behind the campaign as building the creative in the campaign itself. In incorporating the brands, they made hard choices about where the brands would be a primary feature and where they would be a secondary feature.  This helped achieve a loyal viewership that that translated into a high ROI for the brands.


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David Lang asked the hard question - how do you harness consumer-generated content when most of it is not very good?


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Ted Moon wanted to do something that focused on families to build deeper relationships with moms - the multi-line decision makers in households.


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Through insights, Margaret Clerkin knew Moms needed a place to share. They also needed a place where they did not have to be the perfect mom.


One more session to go. Be back in an hour with one last update for the day.


3:15pm
We’re back!  This morning we heard all about standards, money, and other nuts and bolts behind the advancement of digital video.  Now, it’s time to look at the creative.  Our next panel featured leaders in the industry who have successfully embraced and built for three screens.  The panel included:

Moderator: Alan Schulman, Senior Vice President, Executive Creative Director, Executive Director of User Experience, imc2
Nick Johnson, VP National Sales, Internet & Broadband, NBC Universal
Rishi Malhotra, Vice President, Multiplatform Program Marketing, HBO
Jon Vlassopulos, Senior Vice President, Digital Media & Branded Entertainment, Endemol USA

To open, each panelist showed off some creative that has extended a traditional broadcast brand into the worlds of online and mobile.  Nick Johnson gave us a glimpse into the online world of Heroes.  Rishi Malhortra treated the audience to an online short of Big Love.  And, Jon Vlassopulos showed off his hit Get Close To series.

What we learned most out of this session is that the explosion of three screens has led to many new and creative ways to incorporate advertising.  The addition of the mobile and PC screen makes room to incorporate more messaging in ways that are engaging to the viewer. The content producers want to work with the brands and vice versa.

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Alan Schulman asks about the challenges both pre and post writers strike.


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Nick Johnson believes we must ask ourselves how we get more comfortable with wider distribution through mobile and online.



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Rishi Malhotra feels you must evaluate both the quality and depth of an impression when comparing CPM rates.


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Jon Vlassopulos tells us that last year was the year of experimentation.  This is the year of actual budget and line items.

Back with more after our next panel!


12:20pm
The next panel was all about the money.  Where is it going?  Who is spending? What needs to happen to see more move towards digital video. How do you address issues of scale?  What skills does the media planner of today need to have?

Featuring:
Moderator: Patrick Keane, Executive Vice President, Chief Marketing Officer, CBS Interactive
Ian Schafer, CEO, Deep Focus
Steve Robinson, President & Founder, Panache

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Patrick Keane asks if this is the year that we’ll see meaningful budgets move from television to online.


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Ian Schafer believes we need video ad creative to be engaging enough to lead to a deeper experience in order to reach full potential.


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Steve Robinson says it’s going to take time to figure out the best measurements and standards. Then the real challenge is to socialize not only ad formats but ad delivery as well.


That’s it from the morning sessions.  It’s now time for some workshops and then lunch.  I’ll be back later this afternoon with updates as they happen from the second half of our agenda.


11:15am
Our first panel of the day was about about the growth of digital video and the challenges and obstacles that are both ahead of us and behind us as this medium continues to expand. The timeliness of the panel happened at a great time with the IAB’s Digital Video In-Stream Ad Format Guidelines released today as these guidelines are a giant leap forward in driving efficiency in the industry.  The panel featured:

Dina Kaplan, COO, blip.tv
Deva Bronson, Digital Media Manager, KFC
Ari Paparo, Group Product Manager, Google
Adam Shlachter, Senior Partner, Group Director, Mediaedge:cia
Cheryl Kellond, Vice President, Advertising Marketplaces, Yahoo! Inc.

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The panel addresses some of the hard questions in advancing advertising in digital video.


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Dina Kaplan asks about the challenge of trying to move advertising dollars from TV to interactive.



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Adam Shlachter speaks about getting over the hump in reaching a very fragmented audience compared to television.



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Ari Paparo believe one of the contraints we are overcoming is audience volume and inventory.
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Deva Bronson expresses that education is key is driving more ad dollars towards digital video.


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Cheryl Kellond believes there is no perfect format for digital video advertising but enjoys the overlay format right now.


10:00am

Quincy Smith just delivered an exciting speech - providing a massive amount of information in just under an hour.  Throughout the keynote, the underlying message was about the web being a new medium to attract a new audience and it should not be viewed as cannibalistic to existing broadcast audience. The web can be expansive to broadcast.  Think about the conversation that happens before broadcast and think about the conversation after broadcast. Broadcasters needs to think about how to monetize more of a show moving forward. How do you turn a single night event into the 365 day per year conversation?

He also spoke about the user being the editor and how publishers and broadcasters must become comfortable with that. The user has seen what can be done.  We can’t now tell them not to do it anymore.  Instead, we need to educate and incorporate.

Another underlying theme was about the ad as content.  Position the ad in the right space and make it something that excites and engages the consumer - let the ad be an application. People can name their favorite television commercials, but how many can name their favorite online ads.  Its a very significant point.

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Quincy Smith talks about how different online audiences react differently to online content.


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David Doty, our chair for the day, introduces Quincy Smith.

Our first panel of the day is up next.  Be back with more in an hour!


9:00am
Good morning from the IAB Leadership Forum: Digital Video!  We have an exciting day ahead of us as we explore the world of digital video.  Three screens to mainstream is the theme of the event as we examine how building for the television, PC and mobile screen are becoming the necessity and norm.  Creativity and innovation are everywhere and we’ll see some of the best of it today.  The room is filling up and the show is about to begin.  Quincy Smith, President, CBS Interactive opens the show.  Check back in an hour or so for a recap of his keynote.

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Randall Rothenberg greets the assembling crowd.