Moderator:Will Richmond, President, Broadband Directions
Presenters:
Christopher Johnston, Director, Ad Products and Technology Partnerships, Brightcove
Rob Aitken, Product Manager, Online Video, Associated Press
Mike Henry, SVP, Advertising Sales, Veoh Networks
Jon Gibs, VP, Media Analytics, Nielsen Online
Exploring new ad models to better monetize longer form content. ABC looking at only putting two ads in a pod.
Excellent question: Is the reduced amount of advertising in online video impacting the amount of advertising on TV? Fox will be launching new programs with fewer ads in it, making shows as long as 50 minutes. (Note: Today Fox announced that they’d be cutting down on the number of commercials they’ll be showing in their newest programming.
Veoh seeing a trend that UGC is developing very quickly and catching up to professional produced content. Short form, video snacking is the majority of content that people are watching on Veoh. But there longer form content is increasing the time spent. Most of the mid-tier content is being created by more “independent” video producers that competes with professionally produced content.
Chris Johnson, Brightcove: 120 million viewers across 300+ publishers. Some of the top publishers, like TMZ, provide lots and lots of short form content clips. Record labels also producing plenty of 3-5 minute range. There is a growing semi-pro cadre of producers out there that create high level, professionally produced content that “just didn’t make it on to TV.”
Chris Johnson: Targeting, for the most part, are looking at video ad inventory the same way as display. They know who their audience is – psycho, demo, age data. Some publishers are beginning to do contextual targeting. Haven’t seen that much behavioral targeting in video yet, mostly because there isn’t enough video advertising to do it. Meta data drives most of the targeting. Targeting is still very nascent. Buyers want “males 18-35.”
Chris J: The issue of scale is changing. If you want to buy a ton of males 18-35, you can. But if you want to get more narrow than that, you start buying impressions 11 at a time, and that’s not efficient.
Rob A, AP: We aren’t targeting at all. We are focused on creating content for categories to create premium inventory across verticals. But right now, there just isn’t the volume to segment it more narrowly. Doing more cross-promotion of content.
John, Neilsen: We’re focusing on how to “directly connect the dots” when talking to media buyers. We need to see some agreements put in place between advertisers and agencies in order to create more interesting advertising at scale. People are looking for more flexible opportunities. Depending on how a video player is structured, there are different creative executions available. Expandable overlays, full player takeovers, fully interactive.
Mike, Veoh: Two camps – Online and TV. The online people are buying the same way as always, using the same vernacular. But in a video environment, the ROI opportunities are limited. If you are engaged with the content, you are less likely to go exploring through the advertising. On the TV side, content and advertising will be delivered dynamically, no matter what the platform. The TV buying environment is going to become a lot more like the online ad serving environment.
From the audience: What is a GRP?
Nielsen: Reach of an ad multiplied by the frequency. Works very well with large audiences and non-contextual advertising. Starts to break down when you cut the pie in thinner slices. Ad impressions online aren’t as effective as a :30 second spot on TV.
Veoh: The search paradigm for video is so dramatically different. There is a fundamental difference when you are looking for information compared to when you are looking for entertainment.