Online video sites are increasingly turning to partnerships to succeed. Whether with advertisers, content providers or other portals, they now seem to need others to survive. Eileen Naughton, Director of Media Platforms at Google, will discuss how YouTube is approaching partnership arrangements, looking at how the site is expanding, adding new premium content and developing new ad formats. What challenges and opportunities does the world’s biggest video site face? View Presentation Slides
9:45 AM
"Would You Like Some Context With That?" The Who, When and Where of Online Video Consumption
Be among the first to see new information about online video consumption from the Council For Research Excellence’s Video Consumer Mapping Study. Jim Spaeth and Mike Bloxham will lead an interactive presentation and audience discussion. They’ll reveal new insights to the context in which exposure to online video is taking place. How does online video consumption vary by demographic? When and where are people accessing online video? The presentation will be interspersed with commentary from representatives of a major advertiser, a network broadcaster and a media agency. How do these findings influence their current and future approach to their use of online video versus other options available to them. With Q and A at every point, come prepared to participate.
Web video ad spending should rise anywhere from 30% to 45% in 2009, with Interpublic Group’s Magna Global forecasting it should approach $700 million this year and more than $1 billion in 2011. Growth is good, but online video dollars are still only 1% of television. At the current growth rate, you just can’t get there from here. Some media businesses are now shifting to pay models and betting on online subscriptions. What does the future hold for free and paid video content on the Web? Industry leaders discuss the state of the "industry." Is there really a business model here?
11:15 AM
Coffee BreakLocation: Atrium
11:30 AM
Resolved: The "Original Video Content" Idea has Failed
Internet video took off on the backbone of original videos that tapped into the zeitgeist, like “LonelyGirl15” and “Rocketboom.” Sure, there are literally hundreds of thousands of Web video creators (virtually all barely making their own fare), but advertisers still prefer premium content. So whatever happened to making money on video blogs and original Web shows? Most TV networks have shifted their Web production to content related to their shows. A number of independent digital studios are still producing made-for-the-Internet shows. But, none seem to be producing important money. What are the real opportunities in 2009 for original video production?
12:15 PM
An Elusive Goal: Watchable Online Video Ads -- Positions, Units and Creative
With Saturday Night Live fans flocking in droves to Hulu.com to catch this week’s digital short and David Letterman fans tuning into CBS.com to see the comedian’s latest antics on the Late Show, it’s no surprise that consumers are rushing to the Internet to find the content they crave, or might have missed via traditional broadcast. Advertisers are mustering to take part in this growing market, but consumers haven’t been so quick to date to opt-in to their advertising. How do we know that online video ad units are resonating with consumers and how do we find the right format for the future? The answer lies in collaboration. Hear from key industry pioneers as they impart wisdom on how to make a more viable online ad market by testing and defining “what’s for sale.”
Showcase One: Babelgum: A new Player in the Online Video Ecosystem
Showcase Two: PointRoll: Advanced Video Ad Solutions
2:00 PM
Keynote: What do Brands Want?
How do you get a brand to say yes when it comes to online video? Andrew Markowitz, who heads digital marketing at Kraft, shares his thoughts on how Kraft looks at new video forms, evaluates emerging video venues, and decides where to spend money. What works, what doesn’t work and what does the industry need? View Presentation Slides
2:45 PM
The Five O’Clock News Online? Local Video Opportunities
TV stations’ budgets are shrinking, their audiences growing smaller and their advertising dollars diminishing. To survive let alone thrive, local broadcasters are more dependent than ever on creating viable Web businesses. Local media research firm Borrell Associates says TV stations generated $1 billion in ad dollars on their Web sites in 2008 and that should rise by 25% this year. How are local advertisers using online video and how can agencies best guide their marketing dollars? How do TV Stations and/or newspapers become local news portals centered on videos? How much of the $1 billion spent on advertising at local broadcast sites can become onlilne video spend?
Is it too early to talk about mobile video? Maybe not, now that Apple’s App Store has delivered over a billion downloads and the iPhone has 20 million users worldwide. Mobile video has huge potential to become an added revenue stream for content providers, but the question of how mobile users will consume online video remains largely unanswered. What’s the best way to deliver your content? Via an app, through an online video network, or will users simply visit your Web site? Also, what’s the mobile video opportunity for marketers?
4:30 PM
Panel: It’s a Curated World
YouTube and Hulu might be the big dogs online, but there are literally thousands of online destinations that lure viewers with video. Increasingly, success in online video can come not only from ad dollars but from curating video. Specialized content providers aggregate and produce video and guide their visitors through the morass of content available everywhere else on the Web. How does curation help win advertisers and help brands grow their businesses? How has curation improved sites’ numbers, viewership, reach?
Showcase One: Babelgum: A new Player in the Online Video Ecosystem
