Digiday Video, Nov. 8, 2011: Mining for Gold in Online Video
publication date: Nov 10, 2011
9:00am: Opening Workshop, presented by DECA: Leveraging Online Influencers and Video to Drive Results Brands now recognize that video and social are a critical part of their overall marketing strategy. What are some of the offerings brands look for when planning their video and social strategies? How can you bring video and social together in a cohesive program? How do brands measure the success of online video when compared to offline strategies? Hear about Ragu's "Mom's The Word On Dinner" program and how they were able to leverage video to drive meaningful conversations on Facebook. Moderator: Karl House, Vice President of Sales, DECA Speakers: Nivi Chakravorty, Senior Brand Manager, Unilever Jenna Young, SVP Digital Lifestyle, Weber Shandwick Bonny Bastos, Management Supervisor, Ogilvy & Mather
Moderator: Mike Shields, Sr. Editor, Digiday Videos:
10:00am: A View from the Buy Side There's
no shortage of online video. But the stunning lack of high quality
video for brands to wrap themselves around leaves buyers in a conundrum.
Make the investment in creating content or buy audiences regardless of
what they watch? How much longer will digital media buyers have to wait
for quality online video content to call their own? Or has the world of
exchanges and RTB forced them to play for the lowest common denominator
while TV buyers revel in the glory of their martini lunches?
10:45am: Tremor Video Spotlight: A Red Hot Engagement Speaker: Melinda McLaughlin, Chief Marketing Officer, Tremor Video Watch the video part 1, part 2
11:00am: The New Sheriff - Cleaning Up Online Video The
Web video market, like any fast-growing area, is a bit of the Wild
West. Networks and exchanges are assuring brands their ads will run only
in top-tier content. But that sometimes doesn't happen. Are video spots
running next to highly inappropriate content or within banners when
they are sold as pre-rolls occasional mistakes? Or is corner-cutting an
endemic problem that threatens to undermine the industry as it strives
to capture big brand attention and budgets?
Watch the video: Part 1, Part 2
11:45am: DataXu Spotlight: Taming the Wild West: The Data-Driven Future of Online Video Advertising. Online video is no longer the "wild west" of digital marketing. Data-driven decisioning is enabling brands to harness video and target valuable audiences with engaging messages for maximum campaign performance. Innovations such as real-time measurement, multivariate testing and private exchanges are giving brands the confidence to showcase their most creative, compelling campaigns and invest more budget in video. Join DataXu's Aaron Kechley and spotXchange's Erik Swain as they discuss how you can lasso video to meet your most ambitious branding and perrfomance objectives for 2012. Speakers: Aaaron Kechley, Vice President of Products DataXu Erik Swain, VP, Operations, spotXchange
12:00pm: State of the Industry, presented by Adap.tv Speaker: Jason Shulman, VP Sales, Adap.tv Download the slides; Watch the video
12:45pm: Fireside Chat with TidalTV: Network? DSP? SSP? Exchange? DMP? The Online Video Identity Crisis. The early days of digital video presented an unprecedented opportunity for ad tech companies-- the lure of tapping into $70 billion in traditional television dollars spurred a land grab within the space. With all the pieces up for the taking, why not try to take it all? Exchanges became platforms, platforms became networks and confusion still abounds. Scott Ferber, CEO of online video network TidalTV and ad decisioning platform Videology, argues that new demands within the maturing video marketplace requires players to refocus their business strategies-- and his company, for one, is ready to stake its claim within the current ecosystem. Scott will discuss how Videology is honing its focus to better align the complementary needs of its multiple constituencies-- and in his view-- better align with the future direction of the industry. Speaker: Scott Ferber, Chairman & CEO, TidalTV/Videology Moderator: Brian Morrissey, Editor in Chief, Digiday
1:15pm: Afternoon Keynote Conversation: Erin McPherson, VP & Head of Video Programming and Originals, Yahoo! Moderator: Mike Shields, Sr. Editor, Digiday Watch the video: Part 1, Part 2
1:45pm: Why is Branded Entertainment Brand vs. Entertainment Nobody
watches branded entertainment. Well, almost nobody. Yet brands continue
to sink large budgets into creating content that is inferior to
programming written by writers. Have brands become such control freaks
that they'd rather create their own safe-but-bland content rather than
build their brand by supporting a nascent industry? 2:30pm: Short Take: Mining for Gold Online video is undoubtedly a hot area poised for fast growth. But the digital landscape is defined by its fragmentation. That has pushed down prices in display advertising and shifted power to those who can aggregate dispersed audiences. Will online video head down the same path, or will the power pendulum shift back to those who produce and distribute premium content? Our Short Take session gets right to the heart of the matter. Speakers: Dina Kaplan, VP Marketing & Public Relations, Blip.TV Matt Kaplan, Chief Revenue Officer, My Damn Channel 2:45pm: AOL Video Spotlight: Personalized Pre-roll Driving Results for Hotels.com. Maximizing online video advertising means more than just targeting and reach. With the right creative and a technology that personalizes viewer ad-experience, brands can deliver more relevant messaging, driving brand awareness, favorability and purchase intent. Learn how TargetCast, Eyeview and AOL Video collaborated in a successful video campaign for Hotels.com. Speakers: Diana Kim, Interactive Marketing Supervisor, TargetCast Dominique Folacci, Interactive Marketing Strategist, TargetCast Oren Harnevo, CEO & Co-founder, Eyeview Sean Giancola, Category Sales Director, Travel, AOL AOL Video Presentation; Accompanying movie (Hotels.com)
3:15pm: Engineering Social Video Social media is
changing TV, the original social media. From checking in to shows to
sharing reactions in real time, social video has leapt off the laptop
and onto set top boxes and tablets. How are content creators adjusting
to the multi-platform approach? What are the opportunities and
challenges for marketers to reach audiences that are paying attention to
two or three screens at a time? Our panel of experts weighs in on the
new viewing experience.
4:00pm: Short Take: The GRP The Web already has a
currency. Impressions and views don't require any guesswork to figure
out. So why do so many people in online video believe the industry
should move to a GRP? This Short Take session debates the pros and cons
of an online video GRP. Speakers: Randy Kilgore, Chief Revenue Officer, Tremor Video Watch the video: Part 1, Part 2
4:15pm: TV's Role in Online Video Have TV buyers,
spending TV budgets, taken over what was once the domain of the digital
video buyer? As more cross platform selling occurs, and as TV networks
start counting audiences across TV and the Web, Web video is being
usurped by traditional media. Yet video remains far more complex than
TV, and offers much of the sophisticated targeting common to the display
ad market. Which part of the agency ecosystem ends up controlling the
Web video ad market? And if it's TV, what effect does that have on the
remainder of the business? Ken Lagana, SVP Entertainment Sales, CBS Interactive Jahn Wolland, National Director, Online Video, Microsoft
Speaker: Zvika Netter, CEO & Co-Founder, Innovid
Watch the session video: Part 1, Part 2 PGA Overview Video, Pikapew movie Paul Kontonis, VP, Group Director of Brand Content, Digitas GIPIL Trailer, Guards of Dagmarteas James Percelay, Founder, Thinkmodo Headblade Case Study, In Time Viral, iPadHeadGirl Fred Seibert, Founder, Frederator Studios |
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