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Thursday, May 22
Let’s face it: online video inventory can be very expensive, especially the premium variety, which can sometimes cost several more dollars per thousand than even top-rated TV programming. And to make matters even more complicated, most premium video vendors sell their own formats and pricing schemes, which means that your video ad on one premium site may not fit another premium site’s specifications. Given the high prices, different formats, specifications, and measurement headaches across devices and vendors, does it make sense for video buyers to create specific video creative for different formats? At what point is the custom 15-second pre-roll less valuable to your client than hitting and hoping in the social video lottery, or simply repurposing TV ads. Our panel of buyers, planners and strategists assesses video’s existential question.
- Neil Katz , Editor-in-Chief and Vice President of Content , The Weather Company
After months of waiting, Facebook Premium Video Ads have finally come to market, providing advertisers with the opportunity to engage with the social networking giant’s 1.25 billion users using sight, sound and motion. Previously, video advertisers had the opportunity to reach their fans and friends of their fans through Facebook’s Premium Posts, but Premium Video Ads is a wider rollout that allow advertisers to target video ads beyond their fan base to any demo, region, age, likes, tastes, interests, etc. The targeting options will certainly be welcome to advertisers, as will the “Targeted Gross Rating Points” pricing mechanism, which many major brands that advertize on TV will be familiar with. But how will Premium Video Ads, which are autoplay and could be considered interruptive, sit with users? Our panel of experts assesses the early learning’s Facebook’s new video format, in addition to discussing everything from its pros and cons, to measurement, pricing, and targeting capabilities.
Less than a decade ago, the mobile phone and mobile devices were widely doubted by critics as a viable platform for video consumption. Well, according to Ooyala’s Global Video Index, mobile and tablet viewing, up 719 percent since 2011, already represents 18 percent of worldwide video consumption. And such is its pace of growth that in just two years that total is expected to reach 50 percent. All of which begs the question: what is the growing role of mobile video in the overall media economy? Where is mobile video advertising? What is the inventory picture, what are the monetization opportunities, and what are the many challenges preventing media dollars from aligning with skyrocketing mobile video consumption?
- Gabriel Cheng , Mobile Lead , M&C Saatchi
On June 30, the Media Rating Council is expected to formally enact two-seconds as the advertising currency for all “viewable” video ads. This means that a video ad would only be deemed viewable if the end user can see two continuous seconds of the ad. The new measurement currency is designed to help the buy-side fight the murky practices of some video vendors, like so-called below-the-fold video ads that auto-play inside a banner. In theory, such ads would not count as impressions unless the user could clearly see the creative for two continuous seconds and decide whether or not to act on it. Viewability has been a hot button issue in video advertising for some time, but will the new MRC standard be a panacea? How does it affect the buy and sell sides? How does it affect video pricing?
- Harvin Furman , SVP, Group Director, Digital Acceleration , Starcom USA