On Tuesday, I went to Rethinking Advertising: Broadband, VOD, DVR and Mobile - New Video Platforms, New Video Paradigms. One speaker didn’t attend, Will Griffin. Overall, I didn’t think that this session stayed on the topic that it was supposed to. That doesn’t mean some interesting discussion didn’t happen, but it was an unintentional bait and switch. (That’s what we ad people get accused of sometimes, right?) Here are some of my notes from the session.
Jeff Shultz, of concert.tv, talked about his business. Concert.tv is a video on demand channel. The channel has live concert films served to users on demand. It runs on cable TV systems and is supported by advertising. Initially, Coke was their only sponsor. A year later, there were 12 advertisers. There was some discussion about whether or not local ads run on his service. My impression is that they don’t. When his channel started, there was no existing business model that a cable company expected, so they made their deal that way.
Advertising delivered through a VOD channel is highly trackable. You know exactly how many times your ad was played, and, if the cable company wanted to, you could get some very detailed information. It sounds like cable companies are not very likely to hand over that information, especially if they are not able to sell local ad inventory on the channel.
Having ads delivered through a VOD service lead to a discussion of the validity of the 30 second ad. Mr. Shultz said that Selling ads in 30 second increments is a flawed system. 30 seconds is not necessarily more likely to reach your consumer than a 15 second ad, an 8 second ad, or 2 minute ad. Being able to deliver relevant ad messages is more important than time eyes are watching your ad.
That’s one reason the future of mobile advertising is so interesting. We can pinpoint a location of a person using GPS and serve them ads relevant to their location.
A person from the audience asked the panel why it seemed that every new marketing effort (specifically, mobile) seemed to be targeted at 18-24 year old men. The panel basically said that those were the people who adopted the technology first and they then serve as the test market for exploring new ways to reach people with new technology.
Lori Schwartz, of the IPG Emerging Media Labs, said that in a VOD world, clients are demanding high levels of data on its effectiveness. They are expecting both the traditional Nielsen type viewership data plus the type of data that running ads in broadband delivers.
There was also discussion of being able to track eyeballs across media channels. An example of a company that is doing this already is Ripe TV. Visit their site here.
Description: Instead of leaving the advertiser without a way of reaching the audience, new technologies may ultimately prove to be a better and more comprehensive vehicle for reaching and developing relationships with an even larger customer base. This session provides a comprehensive understanding of what advertising in the next generation will look like.
Moderator: Terry Bienstock, Bienstock Consulting, LLC, former EVP & General Counsel, Comcast Cable
Panelist: Gregg Apirian, EVP, Schematic
Panelist: Will Griffin, CEO, DoD (didn’t show up)
Panelist: Braxton Jarrat, SVP, Marketing and Business Development, TANDBERG Television
Panelist: Terri Richardson, Vice Group Marketing Manager, Microsoft TV
Panelist: Lori H. Schwartz, Senior Vice President, Director of Emerging Media, Interpublic Emerging Media Lab
Panelist: Jeff Shultz, CEO, CONCERT.TV