Sarah Fay, Shane Steele, Jack Haber, Dina Kaplan and Albie Hecht on the Future of Media and Advertising

Read our additional coverage at MediaBizBuzzcom and 18to24InsightscomView the video below View photos at our photo galleryAn industry Who39s Who of both the traditional and digital media communities joined us yesterday for the JackMyers Future of Media and Advertising Breakfast Industry leaders spoke out about the issues confronting marketers agencies and media companies as they deal with the rapidly expanding universe of online video content and the escalating convergence between traditional and digital media as evidenced by the reintroduction of The WB as a digital video content brand and by Disney Chairman Bob Iger39s recent comment that the ABCTV Network has evolved from a distribution platform to a content studioOur coverage of Jack Myers39 panel discussion with Sarah Fay CEO Of Aegis North America Dina Kaplan COO of bliptv Shane Steele former director of interactive marketing for CocaCola Jack Haber VP Global Advertising and eBusiness of Colgate Palmolive and Albie Hecht CEO of Worldwide Biggies can be read at wwwJackMyerscom The industry leaders shared more indepth pointsofview on the state of the media and advertising industry in separate interviews with JackMyers Media Business ReportquotThe business feels scattered with no easy solutions in terms of where advertisers are going to go Advertisers and consumers have a fragmented universe of optionsquot commented Steele who is now consulting for digital media companies quotConsumers will continue to look for less interrupted media experiences and advertisers will need new models that don39t fall back on old interruption modelquot she addsquotThe measure of success and popularity of content needs to be different todayquot agrees Hecht who founded Worldwide Biggies as a digital content production studio after a successful career at Nickelodeon quotAdvertisersquot Hecht comments quotare taking leaps but still looking at costperthousand metrics Innovative campaigns offer more immersive campaigns and activation We consider six proprietary user engagement metrics learning watching playing collecting playing and creating These range from passive to active and we want to activate all of these metrics with every program series we launch and will not green light anything that doesn39t deliver on at least four if these metricsquot Colgate Palmolive39s Haber believes quotanyone who is sitting still is losing It39s a complete new landscape Everything is up for grabs and trying new things is what people should be doingquot The big issue on Haber39s mind is quothow do we do advertising now What resources do we have Do we use a traditional agency do we use specialized shops or do we fuse our advertising business togetherquot Pointing to the digital extensions being developed by major traditional media companies Haber believes quotwe can39t just look to existing media properties for their digital extensions You don39t need Hebrew National Mustard because you buy the hot dogquotHaber acknowledges traditional media companies are trying to respond but suggests quotquickly enoughquot would have been years ago when they were denying and not doing anything He also warns that media companies and marketers need to be protective of their brand equity as they move into digital extensions and branded entertainment ventures quotIt39s not about whether business objectives are met It39s all about the consumer if it works for the consumer ok but these initiatives can potentially harm brand equityquotFay who last week was elevated to head all Aegis North America businesses including Carat and Isobar replacing David Verklin argued marketers need to reenvision themselves as content players quotMany are building content management systems for their websites implementing marketing programs as productions transitioning databases into audiences and drawing consumers into brand experiences through content They are totally changing their consumer vision and focusquotMarketers are becoming receptive to developing new forms of content and are interested in inserting their messages into the context of programming Fay believes quotWith the growth of TiVo and DVR players more and more brands are looking for ways to get the message through with more impact and to become more relevant to consumersamp8230 with real meaning around the brand messagequot she points outSteele agrees marketers need to figure out ways to get consumers to optin to their brand messages quotAdvertisers need to get consumers engaged in their contentquot she says quotThe interruptive model doesn39t work They need to facilitate experiences for consumers that convey the brand messagequotKaplan sees a significant change in the business as quotthe lines are blurring between professional and independent content producers Networks used to control what would get on the air now you might find a Revision 3 Next New Networks or Worldwide Biggies show you like as much as a network showquot She also points to series launched at bliptv such as zefrank and Amanda Congdon The challenge Kaplan admits is monetizing this content and quotconvincing people at the brands and agencies there is more to viral videos than cats flushing toilets They can reach people in ways not possible before Consumers are engaged with other consumers in online conversations and web video is an important new trendquot Kaplan believes it will take at least until 2010 before video content developers will have a clear picture of the economic potential but several of bliptv39s content producers she says are generating revenues and are profitable Kaplan believes consumers will increasingly be viewing content across TV the computer mobile devices and personal video displays and that content will be available across an array of platforms quotThe era of destination sites is overquot she says quotThe belief you need to build a site that is all things to all people is over and it will sound silly in a few yearsquot Even Hulu the joint venture of News Corp and NBC she points out is doing extensive distribution deals to make their content available wherever consumers want it Hecht who is creating character based intellectual properties birthed on the web and that have multi platform DNA for TV film gaming and licensing acknowledges content distribution is now based on ease of use and fleeting advantages quotBranded entertainment is complicated but when are advertisers going to get over costperthousandquotFay adds quotonline video is highly desirable from the advertisers standpoint as long as consumers are accepting the advertising We can deliver an uninterrupted commercial message or at least understand how much is watched Digital video is the best form of video for improving brand awareness purchase intent and other metrics by a wide margin You have the consumers39 attention and we have great opportunities to deliver value for our clientsquotA special thank you to all our sponsors Teletrax FreeWheel Vibrant Media DGA Search and Incognito Digitalamp160

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Sarah Fay, Shane Steele, Jack Haber, Dina Kaplan and Albie Hecht on the Future of Media and Advertising

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