With regard to online video, brand matters above all else, insists Kelly Day, Executive Vice President and General Manager, Digital Media and Commerce, Discovery Communications. In addition, "Beyond a doubt, scale matters." The magic formula for successful video marketing, according to Day, is "Google plus brand plus talent." How can publishers and marketers guarantee getting traction on Google? The trick is "video content with context." At the end of the day, Day insists that "Custom content is a profitable model." With brands like Discovery Channel, TLC and Animal Planet, Discovery Communications recently tapped RSG Media Systems and its …

The most important video-related click doesn't occur when user's hit the play button, says Rob Davis, Partner and Interactive Marketing Director at Ogilvy. Rather, “It’s the click immediately after the video plays,” he says. That “post play interaction” – or PPI, as Davis calls it – can include "pushing" a social behavior like sharing the video, or playing a social game, getting users to enter the sales funnel, etc. All about the acronyms, Davis also discussed SOP -- or “standard operating procedure” -- OPE, or “owned, paid, and earned.” Regarding the latter, Davis says it’s crucial to understand what …

With Facebook becoming a Top Five video site, with a monthly audience of 41.3 million, Web video analytics firm TubeMogul looked at how video advertising performs on the social network. The company took a sample of 25 major video advertising campaigns that ran identical videos within five types of ad units on Facebook: in-application display units; sponsored video ads that appear on the home page; interstitials in games and apps; and videos users watch in games in exchange for earning virtual currency; and promo videos uploaded to Facebook fan pages. User data across those types of Facebook ads was …

That was the Jedi wisdom imparted by Ogilvy's Rob Davis, by way of the ultimate Jedi, Yoda. Davis' advice, however, has nothing to do with the Force – or the Dark Side – and everything to do with online video advertising. To help marketers – and agencies – understand how to, well, just do it, Davis offered three acronyms: SOP, OPE and PPI. SOP, of course, stands for standard operating procedure. Davis' point is that we've moved from the old school approaches of driving people to Web sites as destinations, to distribution content via social media to …

Or EGRPs, or IGRPs, or whatever you want to call them. The concept, raised by OMMA Video media buyers panel moderator and Break Media's Andrew Budkofsky, is whether online video can or will embrace TV's GRP as the underlying currency for advertising deals. Budkofsky says he likes the concept, because it is one that is easy for "clients" (ie. advertisers) to get their minds around. It's something they understand from planning, buying and posting TV advertising buys. Omnicom's Joe Weaver didn't necessarily agree. "I think it's trying to fit the TV model/the TV metric into the online …

That's what VivaKi video guru Tracey Scheppach just said on OMMA Video's opening agency panel. Instead of focusing on adding interactive TV features to cable TV advertising buys, Scheppach said Canoe should first begin by unlocking the data stream that will finally make TV advertising addressable, and more competitive with online advertising targetability. "Addressability and data is where we need to be now," she said, describing "interactivity" as a "nice, add-on thing." Scheppach

It's probably a little bit of both, if you hear OMMA Video keynoter Tim Hanlon talk about it. Hanlon, has just finished his keynote, and he's sitting on the opening agency panel, discussing how Madison Avenue is handling the online video equation, including former colleague Tracey Scheppach, who anointed Hulu's Ad Selector as the format du jour for online video advertising, plus Interpublic's Michael Brunick, Tidal TV's Scott Ferber, Simulmedia's Dave Morgan. Hanlon's point, is that some ad executives may not really want to know what the enhanced performance and accountability of online video may end up telling …

That was more or less the way Hanlon wrapped his OMMA Video opening keynote. In other words, as much as things have changed in the period between TV 2.0 and TV 3.0, it's going to change even more by the time some media trade hack coins TV 4.0 in a blog post summing up a future Tim Hanlon keynote. "It's amazing. It's absolutely amazing. It's also challenging. And it's also incredibly frightening," Hanlon said, wrapping things up. "If you're an excitement junkie, you've probably picked the right industry. If you're daunted by change, you probably want to figure out …

If you think the conversion of "analog dollars to digital dimes" was the sound bite of the media business, get ready for Tania Yuki's "pretty significant delta." What, that doesn't ring for you? Let me explain. Yuki, who is director of product management, and the de facto video and advanced TV guru at comScore opened OMMA Video in New York today, with a pretty compelling lay of the online video land – especially its deltas. Well, one delta in particular. The difference between the commercial loads on conventional video (ie. television) and online video. "It's a pretty significant …

“This is our seventh OMMA Video conference,” conference programming chair Steve Smith noted in opening today’s conference in New York, reminding everyone that at the first OMMA Video conference, Joost was the big magilla. “Joost – if you remember Joost – was the company that was supposed to be eating everybody. And nobody had even heard of Hulu,” Smith noted, citing a “really daunting” pace of acceleration in the online video industry. “Video has become a part of the atmosphere,” Smith added, citing a number of new players that are demonstrating the power and breadth of the rapidly …