It’s been a rough 12 months or so for the online video industry. Though it persists with double-digit growth, the old issues of fraud and transparency have given the digital video industry some unwanted publicity of late.
Depending on whom you ask, upwards of 50 percent of online video ad impressions these days are “unvieawable,” which means the impressesions were either buried low on Web pages and/or they ran in tiny players that could be easily ignored by end users, or they ran simultaneously with other ads, or maybe, the impressions were generated by a zombie bot network designed to drive clicks and impressions that weren’t viewed by a human being at all.
What a mess. So what’s an advertiser to do?
Given the pervasiveness of fraud, the expensiveness of video, and the difficulty in measuring campaigns across devices and vendors, has online video lost its allure for advertisers? Should advertisers bother spending money on video-specific creative in the wake of these problems?
At this year’s Internet Week edition of OMMA Video, we’ll open by asking these tough questions.
One of the main complaints among advertisers—and indeed, some think this has been a driver of pervasive fraud—has been the lack of quality video inventory to meet advertiser demand. Just in time, perhaps, social networking behemoth Facebook has rolled out a new Premium Video Ads product, which our experts from the buy and sell sides will take an in-depth look at.
We’ll also analyze the massive growth of the mobile video market and the opportunities as well as the challenges preventing advertising from keeping pace with skyrocketing mobile video consumption.
The recently concluded Digital Content NewFronts saw several media giants unveil a slew of new original video programming touting some big name stars, which we’ll examine in the afternoon. We’ll ask the sell-siders whether these shows really can pull in TV-sized audiences this time, and let the buy-side tell us how the latest slate of original video series was received.
Finally, we’ll round out the day with a discussion about the Media Rating Council’s viewability standards, and how its recent finding will affect video transparency, and ultimately, pricing.
Recorded sessions from the last OMMA Video
OMMA Video at Internet Week NYC Attendees Include
BBDO West, Senior Strategic Planner
BabyCenter, Senior Manager, Marketing & Development
Catalyst S+F, Manager, Account Strategy
Disney Interactive Media Group, VP Marketing
Goodby Silverstein & Partner, Sr. Planner, Digital
McCann Erickson, Director, Digital Video
Optimedia, SVP, Managing Director, Digital
PayPal, Senior Manager, Global Marketing
Razorfish, Media Supervisor
TCBY, Director of Marketing
The Coca-Cola Company, Director, Media and Interactive Marketing
Warner Bros., VP, Online Marketing
Williams Sonoma, Director, Marketing
MSNBC.com, Video Product Manager
The Clorox Company, Global Manager - Digital
Pereira & O’Dell, Director of Marketing
PHD, Digital Media Director
BusinessWeek, Director, Ad Operations
Mediasmith, Media Supervisor
MEC, Managing Director, Digital
PHD, Director, Digital Strategy
Universal McCann, EVP, US Director of Digital Communications
Starcom Mediavest, SVP, Group Director
Horizon Media, VP, Digital Media Activation
Neo@Ogilvy, Managing Director, North America
MTV, VP, Strategy & Operation
Marden-Kane, Inc., Senior Vice President
Mindshare, Senior Associate
Staples, Inc, Digital Marketing Manager
Kenneth Cole, VP, Marketing
MediaEdge, Media Supervisor
MediaVest Worldwide, Digital Associate
Mercedes-Benz USA, Digital Marketing & CRM
Euro RSCG Worldwide, Assoc. Director, Analytics & Insights
MediaCom, Marketing Manager
NBC Universal, SVP, NBC News Marketing
Razorfish, Strategy Director
Initiative, SVP, Director of Digital
MEC, Associate Media Director
What To Expect
* Hear the top names in digital video present keynotes, brand new research, case studies, tactics and strategies, latest trends, implementation techniques, and real world video applications and initiatives.
* Learn the latest trends for online video advertising implementation and technology, branded content, viral distribution strategies, and more.
* Network with agencies, brands, and other decision makers in digital video advertising and marketing to broaden your connections and partnerships.
* Through onstage editorial content and interactions with other show attendees you will increase your understanding of digital video on all levels.
What Our Attendees Said
"We made some great connections at OMMA Video! Always love the attention, support & help from the MediaPost staff too!"
Liz Nejmeh, Events Manager, Tremor Video
"Always great to get in a room with thought leaders and here different perspectives on the industry."
Rachel Andreus, Digital Manager, MEC
"This is a well run, interesting event featuring the true thought-leaders in the interactive marketing and media industry."
David Mattson, Director of Sales, East Coast, Channel Factory
"A high quality audience that complemented the high quality speakers. The intimacy of the room and the excellent questions made the OMMA Video panels much more interesting and informative than the standard blather we usually get from panel discussions."
Luke McDonough, CEO, RealGravity
"OMMA Video always shares the latest information, statistics, and news in the online video advertising industry. A can’t-miss show; highly recommended."
Tyler Pringle, Executive Producer, REP Interactive
"A must for anyone in the online video business. Great opportunity to find out where the industry is, where it is going, and how this evolving medium will deliver value to advertisers."
Justin Fadgen, Sr. Director, Business Development, Grab Networks
"The day’s menu at OMMA Video was grounded in research, metrics, ROI and that last ten yards of the purchase funnel. Publishers, media buyers, advertisers and retailers are all looking for the right business model as it pertains to online video, and the panel sessions at this event were rich with these fundamentals. Well worth the price of admission!!"
Charles McCullagh, SVP Member Services & Technology, MPA
"OMMA Video was a fantastic branding and networking investment for SpotXchange. We were able to meet and explore business opportunities and partnerships with decision makers from both the advertiser and web site sides of the business who are working together to expand the budgets coming into the nascent online video advertising marketplace. The combined efforts are leading to further testing and validation of the advertising model offered by online video."
Paul Bowlin, Vice President, Regional Advertising Sales, SpotXchange