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
Data Can Be Used as a ‘Consumer Fingerprint’, SMG’s Simpson

LONDON — Data is rooted in numbers, but the use of it is most effective when brands view data as a “consumer fingerprint,” says Steve Simpson, Exec VP and Global Managing Director of Digital Strategy, Data and Analytics at SMG, in an interview with Beet.TV. “Think about it as a ...

image
Vice Sees Huge Upside for News Operation, Brian Dietz Tells Beet.TV

In just the past six month, Vice has become “one of the biggest newscasts in the country and possibly the world,” says Vice SVP for sales Brian Dietz in this segment on Beet.TV.  Dietz tells our Ashley Swartz that Vice news has some 650K subscribers on YouTube and has had 70 million videos ...

Ashley Swartz, Furious Minds 2
VOD Could Shepherd More Programmatic Buying in TV, Ashley Swartz

Video-on-demand inventory is the next logical entry point for programmatic style advertising into linear TV, says Ashley J. Swartz, CEO and Founder of Furious Minds, in an interview with Beet.TV. “VOD is the first inventory that will come online for dynamic ad insertion,” she says. “The ...

image
Razorfish Media Chief Kathuria on Scale, TV Dollars, and Big Data

Moving TV dollars to online remains a challenge says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. “It’s very hard to find an apples to apples comparison in terms of TV money and where to move it. If you are a TV buyer, you want to scale. To effectively move ...

Steve Parker, SMG UK
Programmatic Poised to Impact TV Buying, SMG’s Steve Parker says

LONDON — Programmatic advertising not only has the potential to influence digital advertising, but also TV, says Steve Parker, co-CEO of Starcom MediaVest Group in London, in an interview with Beet.TV. “What we’re learning around programmatic video allows us to transform our relationship ...

image
More Agencies to Launch Private Exchanges, Zenith’s Zilberbrand

As programmatic buying expands, look for agencies to build more private marketplaces in the next 12 to 18 months, says Julian Zilberbrand, EVP Activation Standards, Insights, & Technology at ZenithOptimedia Group in an interview with Beet.TV. That’s because private exchanges provide an ecosystem ...

image
Programmatic TV Buying on the Horizon

Programmatic advertising has flourished digitally, but in time it will spread further to TV, says Brendan Condon, CEO of Media Property Holdings, which operates like an ad network but for TV buying by aggregating TV spend across multichannel video providers, syndicators and local broadcasters. But there are ...

image
Ad Tech Lets Advertisers Run Their Own Show: MediaMath’s Cox

Larger advertisers are beginning to realize that, with a range of new online technology, they can disintermediate their agencies to take more control of their own campaign spending, says an ad tech exec. “We’re seeing an increase in operators wanting to run their own marketing programs directly using ...

image
2014 Is ‘The Year Of Private Marketplaces’: BrightRoll’s Avila

The next stage in the adoption of  automated ad-trading tools, private marketplaces are helping so-called “programmatic” practices flourish, says an exec in the space. “If 2013 was the year of real-time bidding and programmatic coming in to reality, 2014 is the year of private ...

Stefan Maris, Civolution
Publishers May Soon Sell TV-Synced Ads: Civolution’s Maris

Nowadays, advertisers are starting to buy ads in social media streams that are synchronized with TV ads. Soon, they may also get to buy display ads on premium publisher sites in the same way. “2014 was all about getting the pipes in place,” says Stefan Maris, global product manager of Civolution, ...

image
“Utopia” Of Programmatic TV is Getting Closer: TubeMogul’s Eadie

The holy grail of mass-market TV through which advertisers can target individual viewers is coming nearer as better and better ad tech improves prospects, says one company playing in this emerging area. “We obviously don’t have that utopic state in linear TV right now,” says TubeMogul CMO Keith ...

image
Key Focus for Programmatic Should Be Business Outcomes, Razorfish’s Kathuria

The key focus of programmatic buying should be on delivering business outcomes for a marketer, says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. If an agency can do that, then it makes sense to keep programmatic buying in house, he says. In the coming year, he predicts ...

loader