Catharine P. TaylorMediaPost Columnist
Catharine P. Taylor writes frequently about advertising, media and marketing. In addition to chairing OMMA Social, she is currently the Social Media Insider for Mediapost, writing a weekly online column about what social media means for the media and marketing industries. She also has her own blog devoted to the advertising business, Adverganza.com. She first started blogging as founding editor of the popular AdWeek advertising blog, AdFreak in 2004, and served as interactive editor of both Adweek and Advertising Age. You can follow her on Twitter at cpealet.
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Welcome and Opening Remarks
Date/Time: 8:45 AM
Panel: A Tail Of Two Kinds of Video
Date/Time: 2:15 PM 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.