The IAB has released its definitions for InStream ad metrics. View them on their site or download the PDF.
This is a critical step towards simplifying the buying and selling of online video advertising and speeding up the shift of TV ad dollars onto the Web. Definitions cover linear, non-linear and companion banner metrics.
Questions? Do they make sense? Will they work? Comment!
Sitting in the back of the room has its drawbacks. I would have / should have known that there was an “Official” IAB Live Blog of the event. For another (official) perspective, head over for their recap.
CBS Interactive President Quincy Smith just wrapped up the morning keynote at the IAB Digital Video Leadership Forum, key notes:
Some CBS Stats:
#1 in engagement
#1 download on iTunes (Dexter)
#1 Facebook app (March Madness)
#1 TV channel on YouTube
Avg median age of CBS viewer on TV is 53, avg median age online is 37.
Web as a complementary platform:
- Re-broadcast
- Cross-platform / brand extension “holy grail of media”
- Original content “we’re doing it probably half as well as other companies out there…it’s small peanuts, also it’s good margins.”
Web is not cannibalistic to our audience, but from an engagement perspective it very much is.
[Regardless of location] fact is that’s our content, we have to make our content more compelling, that’s not a broadcast mentality, that’s I think our greatest challenge going forward.
Catch up vs. Cannibalization:
- Big Brother 9 - 40% of streams were not the most recent episode. We see very little cannibalization.
- 92% of MMOD viewers stramed at work. Total complementary audiences. Online mirrors TV during Championship game. Less half-time dropoff online.
- The Grammys: 15.9 million households on TV. 50 of top 100 Google trends that night were related to the Grammy’s…how do you get a chance to monetize more and more of that show going forward….take a 1 day event and turn it into a 365 day event.
On Users as Curators: YouTube user MangoFace94 put up a Letterman clip, often more views when not on the CBS YouTube channel. “When content on YouTube is successful, claim it…need to be more comfortable with users as editors”
On Original Content: When television came around it was originally staffed by people on radio putting programs on television…took a long time to see that creativity, I think we’re beginning to see that here.
On Mobile: “Mobile’s funny, it’s always two years away” Need to fix mobile in the U.S., Big change here is they’re looking for more and more content… carriers are seeing original mobile content that is really original.
Labs: Video player: “Everybody’s got an HD player, it’s interesting…this player was built by our team in about 6 and a half hours…the team, engineers, that’s why we have a Menlo Park office, it’s key.”
Where can we go with it? We can go with community, recommendations, making it more interesting, even if they’re watching two minutes of things, they’re interested, and then sharing.
Monetizing Social Networks: I think there’s got to be an effort across this industry to monetize those networks. It seems to me that putting an ad on your own profile page is the equivalent of someone walking across your room and putting a poster on your wall…teenagers won’t react well…this is one of the things we thing about all day long…
The answer has got to be thinking about it all day long…the pre-rolls and post rolls aren’t that bad but “how do we think about adding more value to the advertiser…ad is content.” There are certain areas like widgets where we don’t monetize them yet…monetization and promotion at the same time.
The Interactive Advertising Bureau today announced a set of format guidelines for in-stream ads. Drawn up by the IAB’s Digital Video Committee, the guidelines are aimed to simplify and standardize in-video ads.
While 145 industry members took part in developing the guidelines, 44 are currently in compliance with them.
Download the full guidelines here.
A busy week for the IAB. Thursday they announced that they’ve opened their new Digital Video Format Guidelines for comments from the industry.
The IAB issued the guidelines for:
• Simplifying digital video ad buying across multiple sites through minimum common ad specifications for video, overlay and companion ads
• Achieving more efficient operations through a common set of creative submission guidelines
• Increasing consumer understanding of ad interactions and environments through best practice recommendations for creative development and player environments.
OVW is encouraging all of our readers to head on over to the IAB’s site, download the new guidelines, and let them know what you think. This is a critical step in driving the industry forward, and shifting those TV dollars into our pockets.
Skipping the weekend and jumping right to Monday, don’t miss the IAB’s Marketplace event series, this time focusing on Ad Networks and Exchanges.
Ad networks and exchanges are changing the world of online advertising. How much do you know about them and how do they affect you?
At this one-day education packed event, you will:
* Learn how to protect your brand and clients as you gain an understanding of where and in what context your ads appear
* Gain an objective overview of ad networks and exchanges from top industry analysts from ThinkEquity and receive a copy of their exclusive industry report featuring an in-depth analysis of the network and exchange landscape
* Understand key strategic considerations each marketer, agency and publisher must weigh when incorporating networks and exchanges into a media plan
* Learn both the positives and negatives of networks and exchanges, as well as other factors to address when deciding if, and in what capacity, networks and exchanges make sense for you
* Meet the ad networks and exchanges who are changing the game and find out if and how they can benefit you
We’ll be there. If you are curious how ad networks and exchanges can help you, you should be there too.
