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Monday, June 25, 2012

State Of Online Video Ad Market

From the recent VideoNuze Summit event held in Manhattan last Tuesday.
Reported on Streaming

Recapping where the evolving online video advertising market is going. Summit organizer and VideoNuze editor and publisher Will Richmond stated that much of the growth is in mobile and set-top advertising:
"Online video advertising has continued to explode in the last year. One big change is the embrace of new devices, particularly the iPad, which has been a real game-changer. This trend will only accelerate, particularly as connected devices like Xbox, Roku, Smart TVs and others proliferate," said Richmond.
As advertisers are seeing higher completion rates on set-top box ads, noted Ed Haslam, senior vice president of marketing for Yume thanks to their full-screen takeover. He also noted that viewers are becoming more comfortable with living room devices.
"What consumers are starting to do on these devices is explore," said Haslam. He noted the value in placing ads next to set-top search results and detailed a Toyota campaign that created a branded app for connected TVs.
Consumers are largely using their iPads in their living rooms, which Haslam calls the most fragmented place in the house, due to multiple demands on the viewer.
As more premium video moves online, advertising is following. The current usual system of one ad per break will soon be a thing of the past.
"Ad loads are going to move to full broadcast ad loads because it makes sense," noted Marc DeBevoise, senior vice president and general manager for CBS interactive.
The summit alternated between group discussions and one-person case histories that offered more depth. Joe Feczko, senior vice president of marketing innovation and integration at Macy's department store told how the retailer is keeping its image fresh by using online video as a creative canvas for branding. Shoppers can now scan in-store QR codes to see videos offering tips, training, and how-to information. The results have been "wildly popular with our customers," said Feczko.

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