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Reaching the Next Gen Consumer on TV & Video

At CES 2015, Mediaocean hosted a Connect Series session on "Reaching the Next Gen Consumer on TV and Video" to discuss the challenges advertisers face on reaching consumers through both TV and video. Featured on the panel were Irwin Gotlieb, Global Chairman of GroupM, Bill Wise, CEO of Mediaocean, Scott Ferber, Chairman & CEO of Videology, and Debra OConnell, President of ABC National Television Sales. 

Measurement Remains Chief Obstacle for Online Video Advertising

Last week at CES in Las Vegas, Mediaocean hosted a Connect Series session titled "Reaching the Next Gen Consumer on TV & Video", featuring thought leaders from GroupM, ABC, Mediaocean, and Videology. During the discussion, panelists agreed that measurement is a huge challenge the industry currently faces. The panel was featured on OnlineVideo.net in the following article written by Troy Dreier.

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by Troy Dreier, OnlineVideo.net

While the panelists agreed on little, on one fact they were completely aligned: Online video advertising needs comprehensive measurements across all devices that align with the TV metrics advertisers already get from Nielsen.

The panel, “Reaching the Next Gen Consumer on TV & Video,” was part of C-Space, the new marketing and advertising conference within International CES in Las Vegas, Nevada. Bill Wise, CEO of Mediaocean, led a discussion with Scott Ferber, chairman and CEO of Videology, Irwin Gotlieb, global chairman of GroupM, and Debra Oconnell, president of ABC national television sales.

The infrastructure to create effective cross-platform IPTV measurement is still three to five years away, Ferber said. At the moment, advertisers can take measurements on some platforms that they can’t do on others.

“Its going to take a while to provide the same level of scale about what we call addressability,” Ferber said.

Taking issue with the “three to five years” estimate, Gotlieb broke in and said he thought it was more like seven years away. It wouldn’t be the only time in the panel that Gotlieb shot down Ferber’s comments: He later said he thought it was a mistake for advertisers to ever use third-party infrastructures, but should build their own in-house as GroupM had done.

Advertisers are seeing valuable incremental reach by showing their ads across devices, Ferber said. “Their definition of TV has changed.” In Videology’s research, brands get between a 50 and 100 percent lift in offline sales when showing ads across devices. “Challenger brands” are especially quick to adopt online video, he added, since they needed to make their smaller budgets work harder.

Ferber highlighted other Videology research that found addressable (or targeted) online video ads on broadcast-quality content showed a two to four times better return on investment even when reaching the same audience.

Creating the infrastructure to manage addressable advertising is also a challenge. While advertisers are getting a great yield from some addressable buys, they can’t monetize the rest of their inventory. Technological improvements are needed to grow that yield.

“TV is great. It’s still the most powerful medium,” Ferber said. “We don’t want to throw the baby out with the bathwater.” Instead, it’s Videology’s goal to take what’s best about TV advertising and help it evolve. One company alone won’t solve the measurement problem, he added; it will take several companies working together to make it happen.

TV & Video Ad Buying Will Converge, But That Isn't Happening Yet

At CES 2015, our CEO Bill Wise spoke with Beet.TV about TV & video convergence after our panel on Reaching the Next Gen Consumer on TV and Video, featuring GroupM, ABC, and Videology. When asked "Are TV and video really converging?", Bill responded that they haven't yet, as TV and video are purchased in two very different ways. He does predict however, that we will potentially see changes happening next summer, and that convergence isn't far away.

TNW: AOL seeks to bridge the online video & TV divide, announces a tie-up to target traditional TV advertisers

OL may well be stripping back its products with the shuttering of AOL Music, as well as recently offloading About.me 2 years after its initial acquisition, but the online media behemoth made a handful of announcements today that suggests it’s gearing up for a pretty big year.

AOL chases TV-media buyers

At AOL’s Digital Content NewFront in New York this afternoon, AOL, FreeWheel and Mediaocean announced a partnership which AOL says will better enable it to engage with marketers to “reach target audiences at scale across premium digital video inventory.”

Just to recap, FreeWheel manages content economics for enterprises working in the entertainment industry, offering technical infrastructure for revenue rights management and business operations. Mediaocean, on the other hand, develops and provides advertising software and related services to ad agencies, media owners and other similar organizations.

The partnership will be enabled by FreeWheel’s new FourFronts product, which is powered by both FreeWheel and Mediaocean, making it easier for publishers to sell to TV media-buying agencies.

Huh?

In a nutshell, this lets AOL target advertisers more directly – ones who may otherwise have been putting their money into traditional broadcast TV.

AOL On

Today’s news is based around AOL’s on-demand video content, and it says it’s looking to “bridge the gap between premium digital video and TV,” by making this content available to media-buyers looking to target viewers already consuming content on smartphones, tablets, consoles, and other over-the-top devices. Basically, on any digital platform.

AOL launched its On Network way back in April last year, providing a shot in the arm for its online content business. In a nutshell, ‘On’ brings all the company’s premium video content together, under one digital roof.

In August last year, the AOL On Network launched version 2.0 of its connected TV app, which was formerly known as AOL HD. The app was updated to feature ad-serving capabilities to help the company monetize its videos – 380,000 short-form videos at the time of writing. They later announced native mobile apps, to encourage advertisers across multiple platforms. So today’s news is entirely in-line with its drive to monetize this content.

New slate

Tying in with this announcement, AOL unveiled a new slate of premium original content that will premiere on the AOL On Network, as well as its 1,700 ‘syndicated’ partner sites.

The new slate includes programming across entertainment, sports, food, style, health, technology, autos, parenting and business.

“Consumers are watching web video everywhere and all the time – on their plasma screens in their living rooms, on their mobile phones, and on their tablets,” says Karen Cahn, General Manager, AOL On Original Video. “With our premium quality original programming, AOL is bridging the gap between what people see on broadcast TV and what they see online.”

“We’ve focused on creating a common thread through all of our series on this slate, namely authentic voices, sharing remarkable stories,” added Gabriel Lewis, Head of AOL Studios. “Whether the voices are lighthearted, insightful, or inspirational, all of them are genuine and unique.”

Off the back of the FreeWheel/Mediaocean tie-up, marketers will be able to see this inventory in their existing TV planning and buying interfaces (powered by Mediaocean), meaning that AOL’s content can be better accessed by those looking to see where their ads might be better placed.

“The device on which consumers view video no longer defines the type of content they’re watching; it’s purely a screen,” said Tim Armstrong, Chairman and CEO, AOL.

“But until now, buyers have not had an apples-to-apples comparison when it comes to buying video on the Web and TV,” he continues. “The industry needs to adopt standards between traditional broadcasting and video streams on the Web to create more opportunities in the buying market.”

Be On

The third main announcement to emerge from AOL’s event today was a new solution aimed squarely at advertisers and agencies.

Available globally, Be On seeks to connect branded video content with consumers through the production of premium content, distribution to third-party sites across the Web in addition to the AOL On Network.

In real terms, Be On will cover production, whereby marketers can access AOL’s two HD studios, which are creative services teams that help produce online videos; distribution via the AOL On Network, which notches more than 724M video-views each month; measurement analytics via the AOL On Network’s advertiser dashboard.

“Branded content has become an increasingly important part of the marketing mix for advertisers and agencies,” explains Ran Harnevo, SVP, AOL On.

“We know that content drives engagement and conversation online, and brands want to be a part of those conversations but often struggle to find authentic ways to do so at scale,” he continues. “With the launch of the Be On, plus our powerful syndication platform, we are providing marketers the opportunity to produce more high-quality content and get it in front of millions of consumers.”

Tying in with this was the announcement earlier today from Nielsen, which announced a new pilot program to measure online TV audiences. Nielsen Digital Program Ratings kicks off at the start of May with big-name brands such as ABC, CBS, FOX, NBC and, of course, AOL on-board as launch partners. The program is setting out to measure digital audiences around online programming.

For AOL, these deals are significant as it looks to cement its position as an online content company. Not only is it continuing to roll out original content, but its pushing this content hard across the Web and build a compelling proposition for advertisers and marketers looking to tap AOL’s massive online reach.

Via TNW

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Managing Media Convergence

At the start of the year, we’d like to highlight one event from 2013 that speaks well to one of the big issues we’re focusing on: enabling agencies to think through—and succeed at—the cross-channel future.

In November, Mediaocean’s UK group partnered with research agency Econsultancy to launch its Managing Media Convergence report. We also hosted an exclusive event—attended by over 150 media agencies, brands and consultancies—to present key findings from the report and to host a panel to discuss the possible impact of those findings for those present.

Hosted by Mediaocean’s SVP Product, Manu Warikoo, the panel discussed how convergence was affecting brands’ and media owners approach to communications, tackling channel management; people and processes; data and technology.

Channel Management

Digital strategy and revenue controller at Sky Media, Hitesh Bhatt, claimed that linear TV is very strong at about 70% of his market, but he also said that video on demand (VOD) and time-shifting were making an impact. Online and mobile also make a strong contribution to targeting segments, and he cited the use of Sky’s football package aimed at the connected football fan: “As a media owner, we need to understand how our customers consume our products to help brands deliver their objectives off the back of it.”

Data

Data is rapidly becoming the fundamental enabler of any useful customer interaction in a convergent world. James Whatley, Head of Social at Ogilvy, stated quite succinctly: “We used to talk about data monkeys in the corner. Now it’s the data experts leading the process.”
The sheer volumes of data and the speed of change were major challenges that the group addressed. One approach the panellists discussed was breaking big data sets into smaller problems. “One of the points from the study covered testing and learning, and the ultimate result was focusing on ROI,” said Sky Media’s Bhatt. “Perhaps the answer is to view smaller pieces of activity and look at that result on sales.”
A question from the floor during the presentation asked what the role of creative was in leading the customer conversation in a data-heavy universe. Ogilvy’s Whatley responded: “Great storytelling comes from creative, great creative comes from good planning and briefing. These come from amazing insights which themselves come from great data. Data lets us tell better stories across many channels.”

Social

Ogilvy’s Whatley warns that too many companies still view social as a bolt-on. “Larger brands and agencies are realising there are two problems,” Whatley said. “The idea [being executed often] isn’t inherently social; and secondly, the money goes out of the door to the PR agency to manage it. There’s a good reason why social is being brought back into the creative.”
Hotels.com’s chief marketing officer, Nigel Pocklington, demonstrated his commitment by allocating Facebook as his third-biggest ad spend behind TV and Google. While Facebook was initially expected to be a brand building tool, it’s gone in an new direction. Instead, Pocklington says, Facebook is “by far the most effective mobile channel we’ve got [not only] for encouraging downloads, but also for engaging with the 24 million downloads we’ve already had.” That said, he adds, “As a direct response channel, it doesn’t have scale yet.”

Channels are transforming and data is becoming more critical with every passing moment. How will this evolve over 2014? It’s a story we’ll be watching closely, especially as Mediaocean Connect expands to help our clients and partners work across all of it. Meanwhile, we’ve included some great footage of the event.

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