Home  › Media › Media Planning

What Advertisers Should Know About Video in 2012

  |  January 10, 2012   |  Comments

As digital video heats up, here's what media planners should expect to be talking about.

As I thought about the future of online media planning (or "digital" media planning, as the industry now calls it), one of the areas I'm eager to learn more about is video. Digital video ad opportunities have been around for quite a while now, but critical mass adoption and game-changing circumstances like long-form video, Internet TV, new devices to deliver content to our TV screens, and mobile video consumption exist now that should make us all pay attention. EMarketer estimates that in 2012, U.S. online video ad spending will increase 40 percent topping $3.1 billion. For some inside perspective, I turned to Spencer Scott, chief revenue officer of video syndication solution OneScreen:

Hollis Thomases: Spencer, first tell us about what OneScreen does.

Spencer Scott: OneScreen is a technology platform focused on solving the complexity of video syndication across multiple platforms and devices. In the past, everyone had to cobble solutions together using multiple vendors; OneScreen offers a turnkey solution for content owners, advertisers, and content distributors alike. Each of these three stakeholders has different challenges that we solve. For the content owners (those who produce video content), we handle rights management, ad sales management, reporting, and the syndication that allows their content to reach a broader audience. For advertisers, we help them reach the right audience through networks and publishers with better transparency and control over ad placements. And for distributors (websites and publishers), we help bring and easily enable them to deliver and monetize this video content throughout their site(s). What we've really created is a video content marketplace.

HT: So let's focus on the advertiser. What kinds of things should the advertiser be thinking about right now with respect to online video?

SS: There are challenges for ad agencies because of all the moving parts, and brands should be looking for more than just impression-based programmatic display ad buying. There are more opportunities out there like cross-platform buys, dashboards, incentivized views, and CPA buys. Brands also want to tell their story in longer form video, be that :60 spots to three-minute runs, and the ability to deliver this video where they want.

HT: What do you see trending with respect to short- vs. long-form video?

SS: Right now, brands don't exactly know how long they need to do the right job telling their story because they've mostly been confined to :15 or :30 spots and because it's been hard and expensive to go across multiple channels. But now is the time to experiment and learn. Hours of taped video content are being left on the cutting room floor - use this content to put together video of different lengths and test for performance. Last year, OneScreen did a test with video of The Office and whereas we expected the :20 spot to outperform the long-form, the :90 spot actually did better. Think too of ways you can get your consumers to better engage with your brand, like providing video of "the making of" a commercial or "how'd they do that?" And spread your video around since there are now more and more ways to get it out there.

HT: What other concerns are on advertisers' minds?

SS: A few:

  1. Quality inventory. There's still a lot more demand for placements than there is relevant placement inventory to buy against.
  2. Visibility, transparency, and reporting. Advertisers want to know more about where their ad ran, when it ran, and how it performed.
  3. New technology. What are they (like mobile, out-of-home, IPTV) and how do they handle all of these channels?
  4. Social. How can they better leverage their video in social sharing environments?
  5. Control. How do they protect their brand and their brand assets in a world where anyone can grab and share just about everything?
  6. Targeting. Media buyers need to divorce themselves from their typical targeting thought processes and broaden their scope beyond audience targeting to device and contextual targeting too.
  7. Paid vs. earned media. How can advertisers get more for their buck?

HT: How so?

SS: Brands shouldn't expect some kind of viral, ripple effect to happen from their videos. They need to set aside budget to not only produce the video content but to also promote it, which can lead to exponential returns on the video production spend through greater unpaid social sharing exposure.

HT: Great information, Spencer. Thanks for being a resource!


ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!


Hollis Thomases

A highly driven subject matter expert with a thirst for knowledge, an unbridled sense of curiosity, and a passion to deliver unbiased, simplified information and advice so businesses can make better decisions about how to spend their dollars and resources, multiple award-winning entrepreneur Hollis Thomases (@hollisthomases) is a sole practitioner and digital ad/marketing "gatekeeper." Her 16 years working in, analyzing, and writing about the digital industry make Hollis uniquely qualified to navigate the fast-changing digital landscape. Her client experience includes such verticals as Travel/Tourism/Destination Marketing, Retail & Consumer Brands, Health & Wellness, Hi-Tech, and Higher Education. In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book Twitter Marketing: An Hour a Day, published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events.

COMMENTSCommenting policy

comments powered by Disqus


Information currently unavailable

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.


    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...