VideoNuze Summit Reflects Changes in Online Video Ad Market
的 VideoNuze Online 视频广告 Summit, 为期一天的会议, returned to New York City on Tuesday, presenting an impressive array of thought leaders in a briskly moving series of discussions.
的 summit has become a yearly benchmark of where the evolving online video advertising market is going. Summit organizer and VideoNuze editor and publisher Will Richmond said 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, 尤其是iPad, which has been a real game-changer. 这一趋势只会加速, particularly as connected devices like Xbox, Roku, 智能电视和其他产品激增,里士满说.
Several sessions addressed the changing set-top and mobile markets. Advertisers see slightly higher completion rates on set-top box ads, 埃德·哈斯拉姆指出, 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.
"Consumer attention is all over the place today," said Haslam.
As more premium video moves online, advertising is following. 的 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,马克·德贝沃斯说, senior vice president and general manager for 哥伦比亚广播公司互动.
的 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 梅西百货, told how the retail giant 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, 培训, 以及操作指南. 的 results have been "wildly popular with our customers," said Feczko.
梅西百货 has also sponsored an NBC reality show ("Fashion Star") and partnered with Alloy on a web series ("Wendy").
Print's move into online video was detailed in a talk with Alisa Bowen, general manager of the 《百家乐软件》 Digital Network, who covered the paper's multi-platform efforts. It creates 4 hours of content a day, which is available on 20 platforms. Bowen says her team gives the audience and advertisers a consistent experience, while taking advantage of what's unique about each platform.
“这是关于制作 《百家乐软件》 available wherever the audience is," said Bowen.
总共, the summit combined breadth and depth in a tightly-packed day that was able to keep its focus while encompassing a variety of topics. And that doesn't even touch on all the networking taking place in the reception area, which was likely the most valuable takeaway for many attendees.
"This year's Summit was streamlined and focused on the most critical issues facing the ecosystem,里士满说. "Attendees received hard data and insights that improve their decision-making."
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