IAB Leadership Forum: Digital Video Live Blog
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.
Mitch 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.
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.
One more session to go. Be back in an hour with one last update for the day.
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.
Back with more after our next panel!
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?
Moderator: Patrick Keane, Executive Vice President, Chief Marketing Officer, CBS Interactive
Ian Schafer, CEO, Deep Focus
Steve Robinson, President & Founder, Panache
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.
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.
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.
Our first panel of the day is up next. Be back with more in an hour!
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.