Why is video the premium display brands wanted all along? Well, "If I could figure out a way to get people to stare at my banner ad for two minutes, I would win the Nobel Prize in advertising," joked Tony Mennuto, co-founder and CCO at creative agency MisterFace. Sitting on a Monday afternoon panel at OMMA Premium, Mennuto was basically suggesting that such a feat is achieved fairly often by online video advertising. Then, why is anyone still spending money on banner advertising? For one, it's a lot more expensive, Mennuto pointed out. Why are the prices still so high? …

We're back on the topic of attribution at OMMA Premium's programmatic panel, on Monday afternoon. "We're in trouble until we fix the attribution problem," Paul Rostkowski, President of Varick Media Management, said. "All this 'last ad view' stuff is just ridiculous," he said. Needless to say, "fixing" attribution -- the marketing model that attempts to attribute sales to multiple touch-points rather than the last ad consumers click or view -- is easier said than done. The problem often comes down to complexity. Addressing OMMA conference attendees, this summer, Chris Knoch, VP of Strategic Solutions at IgnitionOne -- which happens to …

Sorry IAB (or anyone trying to standardize display advertising), but creatives are still convinced that good ads don't fit into regulated ad units -- or at least those sitting on a Monday afternoon panel at OMMA Premium. No, good ads, "don't necessarily fit into one of the IAB shapes," said Douglas Rozen, Chief Innovation Officer at Meredith Xcelerated Marketing. "The [ads] that work the best in storytelling are not those." Rather, "We want to punch through the page!" Unfortunately, as Rozen admits, "It's really hard to [make those efforts mesh with] ad buying systems." For his part, Corey Gehrt, Strategy …

Despite many publishers' open distain for click-through rates, there's a sense that social media -- with all its liking, retweeting, and the like -- is keeping the measurement alive. So Kathryn Koegel, founder and Chief of Insights at Steampunkt Collaborative, suggested on a panel at OMMA Premium on Monday. Socially-driven or not, "click metrics are still there ... but just one part of the puzzle," reasoned Andrea Ching, SVP of Marketing and Promotions at CNN News Network. Neil Katz, Editor-in-Chief and VP of Content at The Weather Company, described click-through rates as something the industry would love to move beyond, …

Getting out of downward spiral of lowest price impressions of publishers in the digital world continues to be difficult. Previously, warnings of lowest price impressions will turn digital advertising into a commodity market -- not unlike buying or selling pork bellies. Speaking at OMMA Premium, moderator Kathryn Koegel, chief of insights and founder of Steampunkt Collaborative says turning this around is creating a “halo” effect for publishers. Andrea Ching, senior vp of marketing and promotion for CNN News Network, says for them it’s all about “tent poles” like of NCAA’s March Madness. For many publishers, …

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