Video Everywhere: From Pennsylvania Avenue to Madison Avenue to Main Street, USA – Barry Frey

Marketers need millions of video impressionsBut for a moment letamp8217s put marketers and advertising aside Instead letamp8217s discuss something bigger and probably more important Letamp8217s talk about how we as a society need to have and to continue todayamp8217s important conversationsHow can we best discuss listen to and engage in all of the vital issues and opportunities of the day given rapidly shifting media consumption habits How can we best communicate the topics that change and challenge us with everincreasing changes in how we consume the powerful communications tool of TVvideo And how do we start a conversation then get it to grow into millions of discussions and tens of millions of communicated impressionsVideo impressionsIn todayamp8217s world the right conversations die if we cannot spark them everywhere We know video has been our powerful initiator of discussion debate and vital information Yet viewers are cutting the cable cord and shaving it The recent news from CBS and HBO of bringing their product direct to the consumer is paradigm shifting upsetting the long established models of distribution and consumption Everyone is consuming a litany of video devices and a plethora of platforms Society is more mobile out and about more than everThe chance of creating dialogue and action via traditional TV is still possible but as we know less probable Therefore we need to start conversations in the new places where people and video coexist where people see video content and where they spend their daily lives amp8230where they work play shop eat exercise entertain and where they share ideas And on all of the devices and in all of the locations where todayamp8217s eyeballs hearts and mind are open and ready to receiveIn fact the White House is doing just thisThe Itamp8217s On Us campaign to stop sexual assault on campuses featuring celebrities and strongly promoted by the White House is using the power of digital placebased media to spark and promote a critical conversation The Pvblic Foundation which organized this campaign worked with the DPAA and Agency 672 to tell an important story by accessing video screens everywhere ZOOM Fitness Screens Verifone Taxi Cabs National CineMedia and others showcased this important cause on screens in their venues throughout the countyAnd advertisers are employing the same powerful techniques Many marketers are seeing amp8220Video is the new daypartamp8221 as coined by Colgate They are enacting video agnostic planning and video holistic buying As technology has borne a cornucopia of video choices the video advertising ecosystem is rising to these new sets of challenges and opportunitiesAdvertisers are now seeking to accumulate video impressions across all screens following todayamp8217s consumers In fact a recent ANANielsen analysis revealed that by 2016 half of all ad campaigns will be multiscreen The report defined multiscreen as incorporating desktop mobile TV and digital placebased mediaSome of the most powerful screens available to advertisers have become those of digital placebased media Marketers place their ads adjacent to relevant informative and entertaining programming in malls airplanes airports restaurants office buildings and more Additionally these networked screens are Nielsen rated reaching more A1849 viewers on a monthly basis than the top 25 prime time network shows and the top 20 basic cable networksFurther the recently highlighted digital online fraud issues do not exist in digital placebased advertising And these screens are all amp8220above the foldamp8221 fully viewable in all of their locationsTogether we can learn and see all of this as breakthrough marketers agencies tech companies and researchers discuss and debate todayamp8217s important topics at this yearamp8217s Video Everywhere Summit on November 4 in NYC In fact Kyle Lierman from the White House will be there to showcase their involvement with the DPAA the medium and the amp8220Itamp8217s On Usamp8221 campaign Join the DPAA with industry leading speakers from CocaCola American Express Starcom MediaVest Havas Under Armour Adweek Ad Age MediaPost Rubicon Project Talk Stoop and more at the SummitGo toamp160videoeverywheresummit2014com for more information and to register Barry Frey is the President and CEO of the Digital Place Based Advertising AssociationCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Video Everywhere: From Pennsylvania Avenue to Madison Avenue to Main Street, USA – Barry Frey

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Barry Frey

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Video Everywhere: From Pennsylvania Avenue to Madison Avenue to Main Street, USA – Barry Frey

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