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
Jun Group Growth Stems from Focus on Brands’ Owned Sites

Ad tech company Jun Group doubled the number of employees and significantly grew its revenue in 2014, and expects similar numbers again this year, buoyed by its focus on branded video, says CEO Mitchell Reichgut at the recent Beet.TV executive retreat. “We have seen a dramatic increase from ...

image
Index Exchange Doubles Down on Programmatic

The run rate for ad tech firm Index Exchange has hit $200 million due to its sole focus now on programmatic buying, says Andrew Casale, President and CEO of Index Exchange, in this interview with Beet.TV. “Programmatic has dramatically changed our business,” he says. Index Exchange, formerly ...

image
Civolution Syncs TV, Online Ads For Amplification

Dutch video technology company Civolution says it has a recipe for helping advertisers stay in touch with consumers, even as they distract themselves from TV viewing with alternative media devices. Civolution’s technology can trigger online ads in time with broadcast TV ads.  It has recently rebranded ...

image
Cannes to Recognize AdTech Innovation with the “Creative Data Lions”

The organizers of Cannes Lions have announced a completely new program at Cannes Lions titled the “Innovation Festival.”  It will be a two-day program, June 25th & 26th held at the Grand Palais. The program will recognize the impact of data on the creative advertising process.  (It happens ...

image
Brands Not Afraid To See Full Ad Data: Veenome’s Lenane

These days, many ad tech vendors offer to give brands and networks the data that reveals the true effectiveness of their ads. But which side wants to see that data, and which would rather look away? “If a big ad network doesn’t like what they see…  they don’t necessarily want to come back (to ...

image
Nielsen’s Hohman Ready To Measure Netflix

Netflix may not want to open up its audience ratings to industry onlookers – but that doesn’t mean measurement houses aren’t trying to put some numbers on the video behemoth’s growth regardless. “We are actually going to be able to have measurement for content that’s playing ...

Jeff Collins, Viant
MySpace Userbase Is Now Viant’s Giant Ad Targeting Machine

MySpace may have struggled to retain relevance over the last few years, but its latest owner recently rolled up the social network in to a proposition it hopes advertisers will find appealing. Interactive Media Holdings, which also owns Specific Media, Vindico and Xumo, has reacast as Viant Ad Cloud. ...

image
Yahoo: Three Keys to Native Ad Success

Native ads can often generate more attention then display ads, and they also usually drive a positive brand association, says Lauren Weinberg, VP Strategic Research & Insights at Yahoo, in this interview with Beet.TV. According to Yahoo’s research, 60% of consumers have a positive perception ...

image
Videology’s Gaskamp: Most Of Our Ads Are Upfront

In the emerging world of digital video advertising, many in the industry are getting excited by the possibility of programmatic-style real-time video ad buying, as well as by dynamically-inserted video ads. But video ad tech platform Videology says most of the ads its clients buy in videos are bought more in ...

image
Digital Isn’t Boosting Overall Ad Growth Much: comScore’s Fulgoni

Digital advertising has grown fast over the last few years – but its surge is not causing the overall advertising economy to inflate, says an ad measurement veteran. “Digital has skyrocketed – but it’s coming from other budgets,” according to comScore executive chairman emeritus ...

image
Ad Tech Consolidation Doesn’t Mean Walled Gardens: BrightRoll’s Mosher

Ad-tech M&A is in full-swing. Whilst the industry lumascape looks complex today, large internet operators are snapping up some of the bigger ad tech platform vendors? So, as consolidation occurs, will vendors under new ownership be temped to lock customers in to their parents’ business ecosystem? ...

image
eXelate Launching TV-Mobile Ad Solution: CEO Zagorski

It’s been going for seven years with its customer data services. Now eXelate is also one of the companies helping advertisers knit together messaging in the multi-screen era, with some pretty cool-sounding technology. “We’ve partnered with Innovid and connected mobile app data with smart TV ...

loader