Online Video Practices > May 15, 2006


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A classic presentation that I gave at IAB Leadership Forum: Broadband & Beyond about how brands should think about broadband video; it's amazing that so little has changed in almost a year.

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  • Some interesting information about audience usage and advice for online video practise.

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Online Video Practices > May 15, 2006

  1. 1. How to Succeed in Internet TV: A Video Advertising Primer Greg Verdino Senior Vice President Leadership Forum: Broadband & Beyond May 15th, 2006
  2. 2. Agenda • Introduction & Overview • Tips for Success • Questions & Answers
  3. 3. The Internet Video Opportunity
  4. 4. Internet Video Delivers Results Why? The impact of TV plus the immediacy, targetability and • accountability of the Internet engages consumers more effectively.
  5. 5. Internet Video Drives Awareness & Intent • Video Ad exposure lifts all five branding metrics, from awareness to intent-to-buy.
  6. 6. Free Your Mind. . . And Your Ads Will Follow • This isn’t rocket science • But you do need to unlearn old habits • Don’t adapt new media to old models • Think about advertising and broadcasting in a new way
  7. 7. Why Should You Care What I Have to Say? 5 Years 130 Web Properties 80 Video Content Creators 90 50 Advertisers 7 5 Ideas
  8. 8. 5 Tips for Video Advertising Success & 4 Corollaries for Broadcasters
  9. 9. #1: Forget About Format • Don’t be constrained by traditional TV spot lengths and ad formats. Repurposing your offline spots is a good way to get started but the key to pre-roll success lies in creating for the web specifically.
  10. 10. #2: Think in Slivers • Online video buys should not be based on reaching the broadest audience possible, but on engaging the right consumers at the right time in the right place through user selected on-demand content that is contextually relevant for your brand.
  11. 11. #3: Consumers Watch Content • Not “Brands.” Campaign effectiveness - a great ad programmed within the right on-demand content, regardless of where that content is accessed. Product: Shampoo Target: W25-44 Asset: Video Spot Relevant Lifestyle Content Channels News Fashion Business Music Movies Entertainment Sports Games Parenting Science & Tech Travel Network of Sites
  12. 12. #4. Blur the Lines • Create immersive, video-based marketing programs like sponsored channels, branded entertainment – broadcast your own video network - that deliver value, not just marketing messages, to your target customers.
  13. 13. #5. Advertise Your Advertising • While the web offers marketers unprecedented opportunities to build branded video destinations, marketers still need to drive viewers to those sites – and they will need to place media buys to do so.
  14. 14. The Take Away. . . And 4 Broadcaster Corollaries #1: Forget About Format Empower New Ad Models and Formats #2: Think in Slivers Super-Serve Underserved Niches #3: Consumers Watch Content Distribute Widely, Reach More Viewers #4. Blur the Lines & #5. Advertise Your Advertising Tighter Media/Advertiser Partnerships Aren’t Just a Win/Win, They Are a Necessity for Success
  15. 15. Questions & Answers