流媒体 East: Cooperation Needed for Video Ad Success

Digital video is growing, but the ad experience is struggling. Moderator Michelle Manafy, editorial director at the Online Publishers Association, explored the challenge of "Creating Video Ads People Actually Want to Watch" with a panel of experts at 流媒体 East 2014. As it turns out, teamwork may be the key. 

"A good ad is not good enough. You need some relevancy and a little bit of luck to come together,莫里茨·勒夫说, vice president of sales for 时代公司. 但, in order to achieve the mix that leads to a successful digital video ad experience, everyone needs to work together -- including the publisher and the ad partners responsible for the creative.

"You can have the best ad in the whole world...but you have to give it to them in a relevant context," said Samantha Minish, director of mobile video at 甘尼特. She agreed that, when it comes to video ads, relevancy is of the utmost importance." 

Publishers can provide context, but it's often up to the advertisers to create a relevant advertisement -- and some brands don't deliver. Companies that are stuck in a television mindset fail to understand the importance of delivering shorter ads on mobile devices, 例如. Instead, they try to use the same 30-second TV clips they use elsewhere. It is often incumbent on publishers to work with ad partners and help them understand the importance of providing contextually appropriate ad experiences. This often leads to the creation of branded content. 

Highlighting a nuanced way to create branded spots, 亚伦加拉格尔, senior vice president of digital advertising at Scripps Networks Interactive，指着a。 Ulive 投影称为 一次坦克冒险. Scripps partnered with 福特 to create a series of episodes around Scripps's on-air talent. "It doesn't hit you over the head with 福特加拉格尔说. "They wanted to subtly integrate their products, and tap into our talent." The videos can then be used across Scripps owned and operated properties, and also pushed to a wider network through other platforms. 

甘尼特 created a similar opportunity with USA Now, Minish said, sponsored by Verizon. It's hard to predict the news, 她指出, but with this franchise 甘尼特 is able to "produce two or three of these a day and get predictable results" with skippable pre-roll ads, 皮, and other ad experiences on the page.

One truth was clear by the end of the session: Ads are looking less and less like ads. Through the teamwork of people on both ends of the equation, these experiences are getting more personal, 更有创造性, 更相关的. 

Watch the full discussion below: 

The Northern Path: Cooperation and Competition in the Nordics

Could OTT services save money by working together on shared solutions? At a conference in Norway, one executive makes a plea for partnership.

2019年5月29日