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Tuesday, May 21
Welcome and Opening Remarks
- PJ Bednarski, Columnist, MediaPost
- Catharine P. Taylor, Columnist, MediaPost @cpealet
On New Year’s Eve 2012, TD Bank launched a major new campaign “Bank Human Again,” that included the works: advertising, public relations, a micro-site, social media and even hyper local videos on Google+. With the campaign as the backdrop, Vinoo Vijay, CMO of TD Bank, will discuss the value of grounding your work in fundamental human truths, however painful, and the power of video to break through consumer misperceptions.
- Vinoo Vijay, Executive VP/Chief Marketing Officer, TD Bank @TDBank_US
A year after comScore and Nielsen both embarked on an aggressive push to establish their measurement solutions as the ratings standard for online video, the digital industry seems resolved to treat the medium the same way it treats its older cousin, television: based on gross rating points. But before it's too late, are GRPs the right basis for comparison for a medium that has much higher performance and interactivity metrics than television? Are there other measures that must be included in the evaluation in order to paint a truer picture of the value of digital video? And, by avoiding a more robust set of metrics to instead focus on the simpler GRP metric, what are the inherent risks? These questions become ever more important as the lines between screens continues to blur, and cross-platform measurement becomes a reality. This OMMA Video session will look at the potential ramifications that surround an old medium colliding with a new one and will explore how we should be thinking about key metrics at this pivotal point in the industry’s evolution.
As online video becomes almost as commonplace as its offline counterpart, it leaves people who create video media properties with a decision: is it worth trying to get carriage in cable – where even Oprah can’t get herself far down on the dial – or abandon TV distribution entirely and create an online brand? Traditional thinking would have it that the visibility – even in a crowded cable universe – is worth the investment; but some popular media brands -- like the young male-skewing Machinima – have been able to hundreds of millions of users, solely through digital channels, like YouTube and Twitter. In this OMMA Video session, we’ll look at the viability of leaving old distribution channels behind.
It’s the dream of almost every brand to not only achieve traditional commercial success, but to build video series so compelling that viewers actually tune in; brands would love to become programmers. In this OMMA Video case study, you’ll learn about SUBWAY’s highly successful scripted comedy series “The 4 to 9ers.” Written, directed and produced by “Two and a Half Men” director Jamie Widdoes and writer Tim O’Donnell (“Growing Pains,” “Dave’s World”), the program premiere proved to be a breakout success, reaching broadcast-level audiences and becoming the #1 short-form comedy series on Hulu. Produced in conjunction with Los Angeles-based Content & Co., the original has now led to a sequel, “The 4 to 9ers Reloaded.” Find out how SUBWAY is living the video dream, and how your brand might do the same.
- Caitlin Burke, Senior Marketing Manager, Media and Branded Entertainment, SUBWAY
A broad array of content businesses, ranging from Zynga to CBS Interactive to Hulu, wrapped up this year’s newfronts in early May, just in time to discuss how they went at OMMA Video. This annual content showcase, which mirrors the long-standing upfront presentations held by TV networks, is the best chance many advertisers and buyers had to wrap their arms around the wide, wide world of video content. What does the marketplace think of the offerings? How well does this method for introducing premium Web content to advertisers and agencies work? And how should the newfronts improve next year?
- Mike Bloxham, Executive Director, Marketing, Media Behavior Institute
- Alexis Josephs, VP - East Coast Sales, VEVO
- Adam Potashnick, Senior Partner, Group Account Director, Mediacom
- Chris Raleigh, SVP Cable and Cross Platform Ad Sales, The Weather Company @craleigh1
In this OMMA Video keynote, Fidelity Investments' vp/digital marketing Chris Needham tells the story of how Fidelity uses digital video across all aspects of its marketing and communications. In the process, the company has found that it both outperforms in terms of immediate response and drives a new layer of definition for its most important asset, the Fidelity brand.
- Chris Needham, VP, Digital Marketing, Fidelity Investments @cneedham1968
While big media companies are pushing to define the online video marketplace as the kind of professionally-produced content available on TV, with industry-defined formats and platforms, the consumer defines online video as video – be it a home movie gone viral or a clip from a popular TV show. That’s a challenge -- and an opportunity -- for advertisers and agencies, who need to develop online video strategies -- and mixes -- based on long-tail, mid-tail and big publisher content. According to industry stats, 85% of U.S. Internet users view online video, but only 14% of online videos have some form of advertising attached to them. Closing that gap will be critical to online video’s success.
- Catharine P. Taylor, Columnist, MediaPost @cpealet
- John Douglas, Product Marketing Leader/Converged Media Services, DG @DGSpotOn
- Stuart McLean, CEO, Content and Co. @content_co.
- Dave Otten, CEO, LongTail Video @longtailvideo.com
- Shelby Saville, EVP, Digital, Starcom MediaVest Group
- Kerry Twibell, Senior Director of Business Development, Hearst Digital Media @kerrytwibell
Whether searching for air times, connecting with like-minded fans or engaging with show-specific gaming apps, viewers of all ages are using social media to engage with their favorite shows for three types of purposes: Functional, Communal and Playful. In this OMMA Video presentation, Stuart Schneiderman, vp/strategic insights and research for Viacom Media Networks, will unveil findings from “When Networks Network: TV Gets Social” Viacom’s brand new global study, uniquely focused on the interplay between TV shows and social media. The study examines the social media usage of TV viewers ages 13-49 to better understand their TV-related social media behaviors and features deep dives on Facebook, Twitter, live tune-in, new TV show discovery and TV show-related gaming. The implications of this study, for both social and video should be felt for years to come.
- Stuart Schneiderman, Vice President, Strategic Insights & Research, Viacom Media Networks
Real-time bidding for online video isn’t dominating the market, but its significant growth is demonstrating that it won’t be long before it makes up a substantial portion of the online video marketplace. Forrester Research has predicted that overall volume may be $677 million in 2013, a 251% increase in only two years, that will also account for slightly more than a fifth of the overall video marketplace. Besides the growth story, what is special about RTB for Video? Is it delivering on the promise of being more effective than other inventory? Is it moving metrics beyond the direct response focus that typifies most digital advertising? Will RTB be the predominant way that online video is bought, and if so, when? This OMMA Video panel will look closely at whether RTB for video has arrived, or what it will take to get it there.
- David Goetzl, Senior Editor, MediaPost
- Mike Finnegan, Director, Product Development, Xaxis @mfinnegan33
- Ed Haslam, SVP, Marketing, YuMe @YuMeVideo
- Matthew Kramer, Director of TV Products, Accuen
- Gary Milner, Director of Global Marketing, Lenovo
- Brett Wilson, Co-founder and CEO, TubeMogul @bjwilson34
While many digital video ad formats are nothing more than a repurposed commercial, there’s lately been considerable focus by major players in the online marketing industry on making online video ad units more compelling. The Pool, VivaKi’s ad research arm, and AOL’s Project Devil recently released three new units that give consumers choice over what to view, and other initiatives – such as the Interactive Advertising Bureau’s Rising Stars program – are actively hunting for more immersive video ad units. All of this bodes well for making video advertising more engaging, but not every new ad unit can be widely adopted. What does the future of new video ad formats look like? How many can the industry reliably support? And how are these new video units different in pricing and metrics?
- PJ Bednarski, Columnist, MediaPost
- Corey Birtles, Product Director, Video, VivaKi
- Michelle Eule, Senior VP/Digital Solutions, Dynamic Logic @millward_brown
- Jack Flanagan, Senior VP/Sales, Innovid
- Paul Gunning, Chief Digital Officer, DDB Group, CEO, Tribal @TribalWorldwide
- Michael O'Connor, VP/Operations, Yield and Analytics, AOL
- TJ Sullivan, SVP US Media, AdoTube @AdoTube
Networking Cocktail Reception