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Abbey Klaussen leads a pannel of time shifters at adtech sf w/Chase, Disney
Theme Parks, Cabelvision and TiVo. Some re-caps:
Lower engagement program (reruns, etcm) means more people leave (duh). That
means advertisers will be able to find right audience at lower rates.
What works in ffd-world? High engagement viewers
- nbc research: focus is in center of commercial. TiVo will put a banner
there when you're ffwding.
- TiVo research: in high involvement/engagement content (Lost, Desperate
Housewives, etc.) you find that people watching/attending can actually
increase
"If we keep ffwd speed down people will track frames and stop when ads are
relevant."
Chris from Disney Theme Parks: we don't chase technology. What is best,
most creative way to dramatize & on what channel.
Regarding microsites/showcases, In the absence of promotion for a channel,
you'll be dissappointed. Should be a reward of value, explain why to
return, etc.
Also talked about adverisers as "programmer."
Chase definition of a showcase, microsite - someplace where you extend ad
for greater interactivity within same platform.
The key for all of us is a telescoping technology that takes from
consideration to value exchange.
Cabelvision: The CPG challenge is that its message can become boring versus
the entertainment platform on which the consumer is engaged.
Disney/Chris-if CPG can go to lifestyle like Coke and Nike the
entertainment value is available.
On-Demand challenges: Usability/Navigation is poor: Metrics weak: value
questionable: Scale
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pls xcuse trypos & brevty; snt frm pda. thx!
Hi. I must speak with you if you represent a mailhous. Our resources are significant.
Taken by Andrew Paradies of Photrade
Moderator: Randall Rothenberg, President and CEO of IAB
Panelists:
Suzie Reider, head of ad sales YouTube.com
Michael Barrett, EVP, Chief Revenue Officer Fox Interactive Media
Arianna Huffington, c-founder and Editor in Chief Huffington Post
Matt Freeman, CEO Tribal DDB Worldwide