B&T: The Year TV and Video Converged

Almost from the day the online video was born, people have been talking about it converging with TV. It’s taken a while, but 2012 looks set to go down as the year it started to become reality.

Until now, online video has largely been separate to big screen viewing. High-definition TV sets have traditionally been used to watch free-to-air and subscription TV, as well DVDs and Blu-Rays. Whereas, online videos were the domain of our computer screens, viewed by younger members of the family. But that’s changing!

Screen Australia’s 2012 report: “Beyond the Box Office; Understanding Audiences in a Multi-Screen World,” explores just how skewed the online video audience currently is.

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Adapt Conference Exclusive: TV – The Final Frontier in the Digital Revolution

At the first annual Adapt Conference, Adap.tv CEO, Amir Ashkenazi, offers an overview of the digital revolution and why TV is not only the final frontier, but also undergoing the fastest transformation.  What can we learn from other industries who have already walked this path? And is it still  possible to maintain direct relationships in TV and video advertising amidst this evolution? Watch and find out.

Part Two: What Online Video Ad Spend Can Tell Us About The 2012 Election

In Part One of our political video ad series, we discussed the implications of the percentage of total video ad spend in the ‘swing states’ for each campaign. We all know these states are key to a White House victory and we wanted to know just how often are the parties touching people with their video ad campaigns?

Last month, online video viewers saw an average of 14 political ads and, as the season heats up, we anticipate that viewers will likely see many more.  What’s revealing is not just the width of the ad buy but the depth of the buys.

Shown in the chart below is the frequency that online users in each state are likely to be exposed to each party’s political ads:

When we look at not just the size of the buy but frequency of views, Democratic and Republicans alike are trying to make smarter buys and maximize their return on investment.

For instance, Republicans are aggressively seeking an edge in a select number of states including New Hampshire, Nevada and Iowa.  In those states, their ads are shown, in one case, with more than twice the frequency of Democratic ads.

Democrats, on the other hand, are trying to maintain superiority among more overall swing states like Virginia, but with a much lower gap in frequency with Republicans.

What does this say about each campaign’s strategy? Clearly, both parties are seeking a bigger bang for their buck.  However, Republicans believe they can best Democratic ads with bigger buys and a significantly larger gap in frequency.

Adapt Conference Exclusive: Reinventing Media With Thomson Reuters

According to Vikram Somaya, VP of Global Operations and Audience, Consumer Media Division for Thomson Reuters, “The cost of transaction is a disaster in digital media.” In this Adapt Conference session, Somaya gives his take on programmatic selling . While simplifying video ad transactions will make premium publishers more viable, he cautions sellers not to rush into anything; rather, advising them to take a strategic approach to programmatic  and find a way for it to fit into their company’s current business paradigm.

Adapt Conference Exclusive: Common Language? Common Currency?

In 1948, Nielsen successfully solved for measurement in TV, yet more than sixty years later we still haven’t solved it for digital. In this Adapt Conference session, Tom Acquaviva, SVP of Strategic Accounts for Nielsen, discusses the advent of online guarantees in online video and the ways in which Nielsen is preparing its clients for the brave new world of linear and digital TV.

Check out more of our Adapt Conference Exclusives!

How the Future of TV and Video Will Unfold

A Look Into The Future of the Video Advertising Ecosystem

A Sneak Peak Into the Invitation-Only Adapt Conference

Adapt Conference Exclusive: How The Future of TV and Video Will Unfold

Donnie Williams, Chief Digital Officer for Horizon Media, sat down with Adap.tv president, Tony Gabriner at our first annual Adapt Conference and gave his vision of how the future  of TV and video will unfold. With a knack for spotting the future, Williams revealed some of the ways industry powerhouse Horizon Media is combating fragmentation, citing “intelligence” as a key element being used to bridge the gap between TV and video planning.

 

Check out more of our Adapt Conference Exclusives!

A Look Into The Future of the Video Advertising Ecosystem

A Sneak Peak Into the Invitation-Only Adapt Conference