Video Advertising: How New Consumer Habits Are Driving the Advertising Community to Innovate, and the Challenges with Scale
Traditional television is moving to the Internet. Though today's consumer can effectively avoid watching advertising on TV through new time- and place-shifting technologies, the “opt-out” function and other choices make it easier than ever for consumers to skip ads online too. Yet when asked, 75% of consumers prefer advertising over paid subscription models. To keep up with these new consumer video viewing habits and trends towards watching video content online, content owners, advertisers, and technologists must turn into entertainers, or lose precious eyeballs and dollars. To keep audiences captive, advertising must become the new form of entertainment. As content owners, advertisers and technologists begin to better understand video advertising opportunities, one important challenge has come to light: SCALE. On top of creating compelling advertising content, the problem for video advertising isn't targeting or ad formats.
Join me and the fantastic line-up of panelists at Digital Hollywood 2012 in Marina Del Rey, CA.
Dmitri Lisitski, Commercial Director, 1+1 Group of companies (Ukraine)
Michael Knott, Vice President, Meredith Women's Network
James Citron, CEO, Mogreet
Michelle Cox, Vice President of Marketing, Metacafe® Entertainment Network (M.E.N)
Dean McCormick, Vice President, Advertising Solutions, BlackArrow