Yahoo! Video Strategist: Online Video Ad Standards Challenged by Creative Advertisers

By on 09/30/2009 6:09 AM @daisywhitney

Online video advertising faces many challenges, including standards and how such standards inform conversations with advertisers and marketers, said Rebecca Paoletti, the director of video strategy at Yahoo!


She spoke with Andy last week at the OMMA conference during Advertising Week.
Yahoo.logo

“Everyone is trying to do something creative and think out of the box and every time we get far on a standard someone does a cool interactive thing around social or mobile and then we go back to ‘do we need a new standard?’” she explained. But, that’s a good position to be in because one of the Web’s advantages is in the range of ad units and creative types available for marketers, she added.

Yahoo!, for one, offers pre-rolls, sponsored programs, branded entertainment, product placement, bumpera, in-banner video, overlays and other type of rich media, she said.

Video ad standards were set last year by the IAB.
Online advertisers can buy based on a variety of metrics like click-through, completion, engagement or brand lift. That can be challenging though when talking to TV buyers who are still accustomed to the simplicity of buying on TV.

“We deal with CPC and CPA and can go beyond the pre-roll…where they sometimes just want to buy against reach,” she said. That’s why Yahoo, and others, are working to develop standards for online video buying that can help advertisers evaluate Web buys in the same way they do TV.

Mindshare, for instance, has developed a GRP system with video ad network YuMe to compare online video buys to TV.  Paoletti added that she is a big believer in mobile and expects it to become a significant ad vehicle.While Yahoo! has far fewer video views than Google’s YouTube, much of
Yahoo’s content has associated advertising.  Video is a cornerstone for
Yahoo!, CEO
Carol Bartz told us last week.

Daisy Whitney, Senior Producer

Recent Videos
image
Havas Links with AOL for Programmatic TV Ad Delivery Solution

Media agency Havas has expanded its integration with AOL’s programmatic ad delivery platform to include TV ad buying, the companies announced earlier this week at the AOL Programmatic New Front event. For an overview on the growth of programmatic and ad buying, and the expansion of the alliance with ...

image
Omnicom Links with Facebook for Targeted Ad Delivery via Atlas

Omnicom has signed an agreement with Facebook as the first agency holding company to work with Facebook’s Atlas for its ad serving platform, the company announced earlier this week in New York. At the IAB MIXX conference, we spoke with Jonathan Nelson, CEO of Omnicom Digital about the alliance and the ...

image
AOL Links with Publicis in Latest Programmatic Agency Alliance

AOL Inc. has been working closely with major media agencies including IPG Mediabrands and Havas Media around its programmatic offering. This week, it announced an alliance with the Publicis Groupe.   According to a company statement,  ”The move will provide VivaKi, and effectively all agencies inside ...

image
BSkyB Plans Bigger Footprint For ‘AdSmart’ Addressable TV

LONDON – British satellite TV and telco operator BSkyB hopes its AdSmart technology – one of the world’s largest real-world deployments of addressable TV – will soon extend to more TV channels and more countries. Launched in January after lengthy gestation, AdSmart sees different ads ...

image
Buying TV And Video Improves Campaigns: Amnet’s Hobson

LONDON — In the online advertising industry, many professionals expect advertisers to start moving some of their TV ad budgets in to the fast-growing world of online video, where metrics give them more visible insight in to effectiveness. But not everyone sees the trend as an “either-or”. ...

image
Australia, Europe Lead Private Programmatic Marketplace Adoption, Adap.tv’s Duffield

LONDON — Private-marketplaces, the next generation of programmatic ad-trading platforms, are gaining traction more quickly outside of the United States, as markets work to make up for relatively fewer available ad spots, according to a global video ad tech exec. “A market like Australia is a ...

image
Joining The Dots Is About To Get Hot: Acxiom’s Howe

COLOGNE — So much data, so many new ad tech platforms. Anyone who has seen a lumascape will recognize the confusion that fragmentation wreaks. But there is a way to pull the piece back together, says an ad tech boss. “One of the key buzzwords that we’re going to be hearing about over and ...

image
Programmatic Could Fuel All Media Insights: SpotXchange’s Merwin

COLOGNE — So far, “programmatic” mechanisms for using automation and data to buy better ads have proved useful in the online display segment. Next up, they are destined to change online video ads. But, in the future, Alex Merwin envisages programmatic underpinning entire cross-media ad ...

Amanda Richman, Starcom 1
Starcom’s Amanda Richman Sees Programmatic Expanding To More Channels

One of the biggest opportunities with programmatic lies in using it as a starting point to bring targeting and data efficiency to all channels, including TV, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. “Some see programmatic as real-time ...

image
AOL Grows Programmatic Business Year Over Year, Bob Lord

AOL has seen a boost in programmatic buying from 4% a year ago to nearly 34%, says Bob Lord, Global CEO of AOL Platforms, in an interview with Beet.TV. That growth is driven by two trends — more understanding of the benefits of programmatic buying, and the availability of data management platforms to ...

image
Martin Sorrell: Investment in AppNexus Allows WPP to Compete with Google and Facebook

With its recent investment and technology exchange with AppNexus, WPP will  have the technology platform to compete against companies like Google’s DoubleClick and Facebook’s Atlas, says Sir Martin Sorrell, WPP chief executive, in this interview with Beet.TV  He says that Google and Facebook ...

image
Data Gives Agencies Leverage Over Networks: Carat’s Ray

LONDON — The emerging plethora of TV viewer data being pumped out by third-party agencies and new measurement models is giving ad agencies and their clients a leg-up when it comes to negotiating the buying of TV ad spots, says one agency boss. “Because of that data warehouse you’re starting ...

loader