CES 2010: What it Means for Video Advertising - Shane Steele - MediaBizBloggers

Welcome Shane Steele our newest MediaBizBloggerEvery year it seems that almost everyone who works in technology or media descends on Las Vegas to attend the Consumer Electronics Show It has become the largest trade show in the US according to some estimates and as somebody whoamp8217s just back from Las Vegas I can believe it It took me and my team about two days to walk the halls and thank goodness we all had comfortable shoes onThe 3D TV displays clearly dominated the show We couldnamp8217t walk more than a few feet before seeing another device manufacturer or content producer showcasing their new 3D wares and eyewear But we are media ampamp advertising people and a few other things interested us more than 3D TVs Mukund Ramachandran head of Tremor Media Product Marketing and I took notes and below is our summary of the trends that we see impacting the online video industry as a wholeTremor Media39s Mukund Ramachandran and Shane Steele at CESItamp8217s an app worldEverywhere we looked we saw apps amp8211 app supported phones tablets TVs and even cars It seems like there isnamp8217t a device that wonamp8217t support apps in the near future or at least thatamp8217s what the device and software makers are betting on Today the app ecosystem develops largely for the phone meaning for predominantly casual gaming and location based apps As apps migrate to larger screens we will see more compelling media content and entertainment apps which support richer ad experiences within the apps themselvesTouch everywhereDevices that use touch as the primary mode of interface continues to grow amp8211 from phones to digital book readers and tablets This trend will have a huge impact on how UI designers think about content delivery within the touch context where users are far less likely to take multiple actions to get to their desired content Simple intuitive design and the shortest path to presenting content will become paramount From an ad perspective we think this is going to further increase the adoption of instream ad formatsConnected TVamp8217s3D TVs are cool but WiFi enabled connected TV is cooler This is the technology that will finally tip consumer behavior towards watching more online content on their TV As more TVs and TVconnected devices become WiFi enabled online video will change fundamentally It will no longer be amp8220online videoamp8221 it will just be video that can move from screen to screenWhat does all of this mean for online video advertising How will online video advertising evolve over time Yogi Berra once famously said that predicting anything is hard especially if itamp8217s about the future But weamp8217ll give it a try amp8211 here are oursamp183 Online video advertising will become video advertising Our industry will change fundamentally Today most users go online for a few hours a day but we see a future in which they will be online almost all the time amp8211 via their PCamp8217s tablets eReaders TVamp8217s and phones The whole distinction of amp8220being onlineamp8221 will go away Hence online video advertising will evolve to digitallydelivered video advertising with the ability to reach audiences wherever they are consuming video across any platform and on any screenamp183 Ad networks with a technology edge will win As content gets delivered across multiple devices and platforms advertisers will insist on getting an audience view vs a device specific view for their buy Ads will have to be trafficked delivered and optimized across multiple platforms and the ad networks that have a technology advantage that can migrate across platforms will winamp183 Video reporting will evolve Click thru rates and completion rates will give way to brand awareness and engagement metrics Online video providers will scramble to work with third party research providers who measure branding impact and ROI to demonstrate the value they have createdamp183 The companion banner will eventually fade away Companion banners were initially introduced as a way for publishers to track video impressions because it was then not possible to introduce tracking pixels on videos In order for the publisher to track video plays publishers added a companion banner along with every video impression and said amp8220weamp8217d track theseamp8221 as a proxy Not only is that no longer necessary from a tracking perspective but the amp8220TV everywhereamp8221 phenomena will lead to more full screen experiences contributing to the death of the companion bannerOnline video advertising is predicted to boom in the next few years and the technology advances seen at CES will only contribute to this trend A final prediction As consumers adopt new internet and app enable devices for video consumption digital video ad creative will finally move beyond repurposed TV spots And weamp8217ll see lots more three second spots than 3D spotsShane Steele is a media and marketing executive with 14 years experience in digital media and brand marketing She is currently Vice President Marketing at Tremor Media the largest video ad network where she oversees all of the companyamp8217s marketing efforts Shane can be reached at ssteeletremormediacom You can also follow Shane at httpwwwlinkedincominshanesteele and httptwittercomshanesteele Follow our Twitter updates MediaBizBlogger

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CES 2010: What it Means for Video Advertising - Shane Steele - MediaBizBloggers

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