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Here's What the World's Largest Media Buying Agency Thinks About Online Video Advertising [VIDEO]
A couple of weeks ago at the ELEVATE: Online Video Advertising Summit, Mike Bologna, head of emerging communications at GroupM did a fireside chat with Jack Myers, Chairman, Media Advisory Group, to discuss the agency view of online video advertising. For those not familiar with GroupM, it is a unit of WPP and is the world's largest media buying agency, accounting for over 32% of global media billings. Mike is the point person on all emerging media and has a front-row seat in the unfolding drama of online video's efforts to attract traditional TV dollars.
In the 25-minute video (after the jump), Mike provides a candid view of online video's opportunities and challenges. Among other things, he clarifies what constitutes "professionally created" content, explains that online video can be viewed as more economical than TV despite its higher CPMs, discusses how the strong recent upfront actually benefits online video, shares why he just advised a client to shift 4% of its TV spending to online video, describes why a single source of measurement is critical to the industry's growth and articulates the challenges YouTube has in attracting ad dollars.
Categories: Advertising, People
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MLB: Mobile Use of Our Content Will Exceed Online Within 12-18 Months
At the recent ELEVATE conference, Noah Garden, EVP, Revenue for MLB Advanced Media forecasted that MLB's page views from mobile devices will exceed those from online within the next 12-18 months. Mobile has become a huge growth driver for MLB, rising from just 8% of use in 2008 to 37% last year as smartphones and tablets have exploded. In addition, Noah said that MLB is on pace to sell 2 million subscriptions to its MLB.tv and mobile services this year, up from last year's 1.5 million. MLB has launched 100 million streams of games this year, up 47% vs. last year.
Noah's comments came during a session I moderated with him and Mike Gaffney, CRO of video ad platform Auditude (full video after the jump). The session focused on how premium content providers are using both paid and ad-supported strategies to fully exploit the value of their content, rather than looking it the options as one or the other. As Noah said, "we want to be on any device that has a plug and a battery" to reach all targeted consumers with MLB.tv equally. Since MLB has been one of the key leaders in online/mobile video distribution, its initiatives are widely followed in the industry.
Categories: Mobile Video, Sports
Topics: Auditude, ELEVATE, MLB
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@ELEVATE: 75% of Cable TV Programming to be on TV Everywhere in 2 Years
At the ELEVATE conference earlier this week I moderated a panel with executives from 3 of the leading proponents of TV Everywhere, during which they estimated about 75% of cable TV programming could be available on connected and mobile devices within 2 years. That amount would be a huge increase from what's currently available and would also represent a massive shift by the pay-TV ecosystem to delivering content to IP devices. It would also represent a huge game change in the overall TV advertising ecosystem depending on what ad policies are implemented (full ad load, partial load, etc.).
The panelists included David Preschlack, EVP, Affiliate Sales and Marketing, Disney & ESPN Networks Group, Jeremy Legg, SVP Business Development & Multi-Platform Distribution, Turner Broadcasting and Matt Strauss, SVP & GM, Comcast Interactive Media.
With the rise of over-the-top competitors (e.g. Netflix, Hulu, iTunes, etc.), TV Everywhere has emerged as the pay-TV industry's number one priority. No doubt at next week's Cable Show in Chicago it will be the most pervasive topic of discussion. Yet significant issues remain for TV Everywhere's rollout. Chief among them are lack of adequate audience measurement systems, limited rights and caution among cable networks. We discussed each on the panel.
Categories: Cable Networks, Cable TV Operators
Topics: Comcast, ELEVATE, ESPN, Turner
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Recapping All of the Product and Partnership News from ELEVATE
At the ELEVATE conference on Tuesday a number of our partners made product and partnership announcements which I mentioned were coming in a teaser last Friday. Each helps move the online video advertising market forward in different ways. A brief recap of each follows:
Categories: Advertising, Events, Technology
Topics: Adap.TV, AdoTube, Conviva, ELEVATE, EyeView, Grab Networks, Innovid, Ooyala, Panache, RAMP, Tremor Video, Undertone, YuMe
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ELEVATE - 700 Registrants, 55 Speakers, 24 sessions, 27 Sponsors and 1 Amazing Day
ELEVATE: Online Video Advertising Summit is a wrap and I'm pleased to report
it was a huge success with over 700 registrants, 55 speakers, 24 sessions and 27 sponsors participating. We covered the online video advertising world from every conceivable angle, with plenty of time also spent on larger online video industry drivers.
There were tons of great insights on the market from our opening session with Akamai's president David Kenny and News Corp's chief digital officer Jon Miller, to our keynote from Disney/ABC's EVP, Digital Media, Albert Cheng through to our closing session with TED's Head of Global Partnerships Ronda Carnegie and Google's Head of Creative Innovation John Militello.
I have lots of pictures I'll post shortly and we video-recorded all the sessions which I'll post over the next couple of weeks. I'll also be posting some of my key takeaways over the next few days so stay tuned. There are also lots of tweets from the day at #EL8CONF.Categories: Events
Topics: ELEVATE
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See You At ELEVATE!
Categories: Events
Topics: ELEVATE
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Last Call for ELEVATE Conference Tomorrow
Online pre-registration for the inaugural ELEVATE: Online Video Advertising Summit will close today at 6pm ET. Walk-in registration will be available on-siteon June 7th, but payment will only be accepted by check or cash. ELEVATE will be held at New World Stages, 340 West 50th Street, New York, N.Y.
Pre-registration has topped 600 industry executives, from brands, agencies, content publishers, technologists and other stakeholders in the industry. A sample list of companies attending is here.
In addition, the ELEVATE printed program is now available for viewing here.
Hope to see you there!Categories: Events
Topics: ELEVATE
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Teaser: More Video Ad Innovation Coming Next Week
A little teaser for this Friday morning: next week is going to bring a number of announcements of new video advertising innovations, particularly for mobile devices. The announcements will be synched with ELEVATE: Online Video Advertising Summit, coming up next Tuesday, June 7th. This week I've been getting a preview of some of the news from various technology providers and it's exciting stuff that will no doubt help accelerate the market.
A key underlying theme I am continually hearing from technology providers for online and mobile video advertising is their desire to help move ad dollars over from TV (or at a minimum to have online and mobile become complimentary media buys). But, as I wrote a couple of weeks ago, TV advertising is still a "known" commodity, whereas it's still early for online and mobile and there are a lot of question marks. Technology providers are united in their goal of helping premium video content providers improve their monetization and are innovating at a furious pace in order to demonstrate the advantages over TV.
Stay tuned next week for some cool updates.Categories: Advertising, Mobile Video
Topics: ELEVATE
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ELEVATE Conference Update: 400+ Registrants, 50+ Speakers, 20+ Sessions
We are less than a week from ELEVATE: Online Video Advertising Summit, next Tuesday, June 7th, in NYC, and momentum is building. There are now over 400 industry executives registered, and the program is 100% complete,with over 50 different speakers appearing on more than 20 individual sessions throughout the day. If you're an online video ad industry executive or an executive in the larger online video industry, ELEVATE will be the place to be next Tuesday.
There are executives signed up from many of the world's leading brands, agencies, content publishers, technology providers and other ecosystem participants. Here's a sampling of some of those registered - from brands: Bank of America, Bose, General Mills, GlaxoSmithKline, L'Oreal, Pepsi, Pfizer, Unilever and others, from agencies: Digitas, Hill Holiday, Horizon Media, Ketchum, Mediacom, Mediavest, Ogilvy, Publicis, RG/A, Wieden + Kennedy and others, from content publishers: A&E, ABC, CBS, Fox, NBCU, Gannett, MTV, Rodale, Scripps, Sony Music, Sony Pictures, The New York Times, The Weather Channel, Univision, Warner Bros, WebMD and others. In addition to all of these executives, many industry technology providers will be in attendance (including ELEVATE's 26 sponsors) along with investors, analysts, press, etc. In short, it will be a vibrant, diverse group, providing outstanding networking.
Categories: Events
Topics: ELEVATE
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5 Great Reasons to Attend ELEVATE on Tuesday, June 7th
It's been a whirlwind few months of planning, but everything is now justabout in place for ELEVATE: Online Video Advertising Summit on Tuesday, June 7th in NYC. Admittedly I'm biased, but I sincerely believe it will be the premier event of the year for online video industry executives. Here are 5 great reasons to attend:
Categories: Events
Topics: ELEVATE
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New ELEVATE Session Features Pepsi, Break Media, Machinima and Mindshare Executives
We had a terrific VideoSchmooze last night in NYC, with lots of great networking and energy. I'm pleased to keep building the momentum for our upcoming ELEVATE: Online Video Advertising Summit this morning by announcing another exciting new session, "How Brands Are Breaking the 30-Second Ad Mold."
We have an amazing group of panelists:- Allen DeBevoise - Chairman and CEO, Machinima (the largest video entertainment network for gamers)
- David Lang - President, North America, Mindshare Entertainment (creator of cutting edge original branded entertainment series)
- Keith Richman - CEO, Break Media (one of the largest independent video sites)
- Shiv Singh - Head of Digital, PepsiCo Beverages (a leading brand pursuing online vide and social media)
- Emily Steel - Reporter, The Wall Street Journal (moderator)
Categories: Events
Topics: ELEVATE, VideoSchmooze
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VideoSchmooze is Tomorrow Night in NYC; Warm-up to ELEVATE and Win a Roku!
Last chance reminder that tomorrow night, May 18th, is our free
VideoSchmooze networking event in NYC, at Gstaad, an upscale lounge in the Flatiron District at 43 West 26th Street from 6-9pm.
This VideoSchmooze event will provide warm-up networking and a peek at the upcoming ELEVATE: Online Video Advertising Summit, on Tues., June 7th.The evening is free and will include light food and a cash bar. It will be networking-only, with no formal program planned. If you're looking to meet up with executives from brands, agencies, content publishers, technology providers and other executives in the online video industry, VideoSchmooze is a perfect opportunity.
As a bonus incentive, we'll be doing a business card draw for a Roku XD, and we're also going to offer special one-time discounted registration to ELEVATE available only for VideoSchmooze attendees (keep an eye on your inbox if you're registered for VideoSchmooze!).
Many thanks to Kantar Video, AdoTube and The Fortex Group for hosting this VideoSchmooze event.
Click here to register now.
Categories: Events
Topics: ELEVATE, VideoSchmooze
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Early Bird Discount for ELEVATE Conference Expires TODAY!
OK friends - if you've been debating whether to attend ELEVATE: Online Video Advertising Summit on Tuesday, June 7th in NYC, today is the day to pull the trigger if you want to save with the early bird discount!
If you're an online video industry professional who needs to understand key industry trends and gain insight into all-important monetization, I promise ELEVATE will be hands-down the best one-day conference you'll attend thisyear. Our lineup of speakers and sessions covers every aspect of the online video and advertising ecosystem. Just today we've added two more sessions; one with Major League Baseball Advanced Media EVP, Revenue Noah Garden and the other with Coldwell Banker Chief Marketing Officer Michael Fischer.
They join industry leaders speaking at ELEVATE including Albert Cheng (EVP, Digital Media, Disney/ABC), Jon Miller (Chief Digital Officer, News Corp), David Kenny (President, Akamai), Rio Caraeff (President/CEO, VEVO), Kevin Krim (Global Head of Bloomberg Web Properties), Matt Strauss (SVP/GM, Comcast Interactive Media), Doug Scott (President, OgilvyEntertainment), Ronda Carnegie (Head of Global Partnerships, TED), plus numerous other executives.
But ELEVATE is about more the speakers; we also have over 20 industry-leading partners (including new partners Akamai Technologies and AdoTube), who are the key technology providers helping enable online video advertising's surging growth. Their executives will also be on hand to help educate attendees about their solutions and what's now possible in the exciting online video advertising industry.
ELEVATE is going to be an action-packed day of learning and networking, a must-attend event for anyone who needs a deep understanding of online video for their company to succeed. I look forward to seeing you there.
Also - don't miss VideoSchmooze next Wed, May 18th at Gstaad - a free evening of networking, as a warm-up to ELEVATE 3 weeks later!
Categories: Events
Topics: ELEVATE, VideoSchmooze
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Major League Baseball Advanced Media EVP, Revenue to Speak at ELEVATE
I'm pleased to announce a new case study session at ELEVATE: Online Video Advertising Summit, with Noah Garden, EVP, Revenue, Major League Baseball Advanced Media and Mike Gaffney, Chief Revenue Officer, Auditude, a leading online video advertising technology provider. The title of this featured session is "Ad Supported & Paid: A Case Study in Content's MVPs (Most Valuable Partners)." ELEVATE will be held on Tuesday, June 7th in NYC, during Internet Week.
MLBAM is widely acknowledged to be the leading innovator among major sports leagues and has a robust business in both subscription/paid services and also in free, ad-supported content. Noah will provide us a unique look inside MLBAM - what drives its decisions about which business model to deploy, how the models compliment one another, what are key lessons learned to date, etc. MLBAM is also a leading technology innovator and Mike will provide insight about how Auditude is partnering with MLBAM to take its ad business to the next level.
For industry professionals looking to learn how an industry leader is knocking the cover off the ball in online video, this case study session will be a must-attend. -
Coldwell Banker Chief Marketing Officer to Speak at ELEVATE
I'm delighted to announce that Coldwell Banker Real Estate Chief Marketing Officer Michael Fischer will present a case study at ELEVATE: Online Video Advertising Summit on Tuesday, June 7th in NYC. His session, "Brand Innovation with Online Video: A Case Study" will be one of the highlights of an action-packed day of learning and networking.
Since joining Coldwell Banker as SVP of Marketing in February, 2008 and subsequently being named CMO in April, 2010, Michael has been instrumental in driving the company's brand online, including re-launching coldwellbanker.com which includes IDX listings and advanced search capabilities, mobile WAP sites and apps including a video-enabled iPad app. Importantly, under Michael's watch, Coldwell Banker has fully embraced the role of video in its brand messaging by building out its YouTube channel, running viral marketing campaigns and leveraging community involvement.
Michael will share lessons learned and key metrics for how video is helping drive Coldwell Banker's business. Michael's insights will be invaluable for industry professionals looking to increase online video's role in their marketing mix.
Early bird registration for ELEVATE is available now.
Categories: Brand Marketing, Events
Topics: Coldwell Banker, ELEVATE
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VEVO President/CEO Rio Caraeff to Speak at ELEVATE; Early Bird Discount Expires This Friday
I'm pleased to share that Rio Caraeff, President and CEO of VEVO, the leading online music video destination, will be speaking at ELEVATE: Online Video Advertising Summit on Tuesday, June 7th in NYC. Rio joins a morning paneltitled "Content Publishers Crack the Code on Video Success" along with Kevin Krim (Global Head of Bloomberg Web Properties), Doug Knopper (Co-Founder and Co-CEO, FreeWheel), Adam Singolda (CEO and Founder, Taboola) and a moderator TBD.
I'm especially pleased to welcome Rio to the list of all-star speakers at ELEVATE because VEVO epitomized how a strong concept for an online video destination, executed well, can generate successful results. VEVO, which was only officially launched 18 months ago, garnered over 52 million unique visitors in March, 2011 according to comScore, making it the 5th-highest rated video site. VEVO has strong relationships with major record labels from which it sources its music video library. YouTube is also a key technology and distribution partner. VEVO has apps for the iPhone and Android, and also recently announced an expansion into the U.K. market.
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TED Executive to Present at ELEVATE on the Renaissance in Ad Creativity
I'm delighted to announce that Ronda Carnegie, Head of Global Partnerships for TED, the highly-influential non-profit devoted to Ideas Worth Spreading, will be the closing presenter at ELEVATE: Online Video Advertising Summit, on Tues, June 7th in NYC. This special session will be hosted by Dan Greenberg, CEO and Co-Founder of Sharethrough, a leading performance-based social video advertising program.
Ronda's presentation, "TED's Ads Worth Spreading and the Renaissance in Creativity," will focus on TED's recent Ads Worth Spreading competition which recognized breakthrough new ads that are infectiously compelling, have strong industry impact, are in the style of a TEDTalk (30 seconds to 5minutes) and pursue a social good with a powerful idea or innovative approach. The 10 winning submissions, plus the 14 honorable mentions, are tangible evidence of the powerful renaissance underway in advertising creativity, as online video eliminates the traditional limitations of 15 and 30-second TV ads, unleashing a new level of ad creativity not seen in decades. Ronda will share a number of examples in her presentation.
TED's vision of advertisers and consumers being part of the same community, sharing ideas and engaging in a joint learning cycle, is perfectly aligned with ELEVATE's mission. As ELEVATE's agenda amply demonstrates, we're bringing together senior executives from throughout the ecosystem to understand online video's key trends, accelerate the future of online video advertising and tackle remaining challenges.
Ronda's presentation, part of which I viewed at the WPP Global Video Summit last week, will be the capstone to an action-packed day of learning and networking. It is an honor for us that TED has decided to participate in the inaugural ELEVATE conference. I'm confident that attendees will leave the closing session inspired and excited to be part of the action, and having a role in changing the status quo. Cocktails and a reception will follow immediately after this closing session.
Early bird discounted registration is available until this Friday.
Categories: Advertising, Events
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ELEVATE Conference Gains Momentum With New Speakers, Sessions and Partners
Our ELEVATE: Online Video Advertising Summit, coming up on Tuesday, June7th in NYC, is continuing to gain significant momentum and I'm pleased to share new speakers, sessions and partners today.
We've added a new morning session, "Content Publishers Crack the Code on Video Success," in which we'll hear from leading publishers and technologists about how their video initiatives are becoming increasingly sophisticated, particularly with regard to discovery, recommendations and advanced monetization. The panel includes:
- Kevin Krim - Global Head of Bloomberg Web Properties
- Doug Knopper - Co-Founder and Co-CEO, FreeWheel
- Adam Singolda - CEO and Founder, Taboola
- David Eun - Former President of AOL Media and Studios (moderator)
We've also added an afternoon session, "Making Ad-Supported, Independently-Produced Video Profitable" in which we'll focus on how a new breed of video content producers are mastering the art of creating video specifically for the web - and making it profitable. This session includes:
- Raj Amin - CEO and Co-Founder, HealthiNation
- Ron Bloom - Chairman and Co-Founder, MEVIO
- Joanne Bradford - Chief Revenue Officer, Demand Media
(and a moderator TBD)
Categories: Events
Topics: ELEVATE, VideoSchmooze
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5. Will Richmond Actually Appears In a Video
Ok, this last one is a little tongue in cheek. Since launching VideoNuze, I've taken my fair share of ribbing for not showing up in any videos myself (though why readers are interested in that is still a bit of a mystery to me). The dry spell ended this week, as I joined with my partner Marc Sternberg to release a short promotional video for the ELEVATE: Online Video Advertising Summit on its site. Yes, it's unexpected to actually see yours truly in a video, but there it is. Many thanks to our friends at HealthiNation for making the video possible.
Categories: Events
Topics: ELEVATE
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Electus, Ogilvy, Deep Focus Executives on Branded Entertainment Panel at ELEVATE
If you think the pre-roll ads are all there is to online video advertising, then think again. "Branded entertainment" - the creation of original web series sponsored by specific brands - has become one of the most exciting new ways to break through and reach specific audiences. Major brands including Denny's, Sprite, Ragu, IBM, Hellman's, Kraft, Lexus, Royal Caribbean, HP, Mitchum and many others are already achieving success. But despite branded entertainment's growing popularity, it's still a relatively new format with lots of unknowns.
To tackle the issues and explain why branded entertainment is such a compelling new opportunity, I'm pleased to announce "Branded Entertainment's Role in the New Marketing Mix," a featured panel discussion at ELEVATE: Online Video Advertising Summit on Tuesday, June 7th in NYC. The session includes some of the most experienced, active executives leading the branded entertainment charge:- Jordan Hoffner - President, Digital Media, Electus
- Ian Schafer - CEO and Founder, Deep Focus
- Doug Scott - President, OgilvyEntertainment
- Josh Cohen - Co-Founder, Tubefilter (moderator)
Categories: Branded Entertainment, Events
Topics: Deep Focus, Electus, ELEVATE, OgilvyEntertainment, Tubefilter
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