Beet.TV Online Video Roundtable in San Francisco

By on 02/23/2010 3:37 PM @daisywhitney

In addition to the on-demand feed of the video above, we have published a number of segments and one-on-one interviews from the conference,
so please check back for updates:

2/26/10 Top CBS Exec Wary of iPad's Video Content Distribution Costs

2/26/10 James Cameron, Steve Ballmer, FCC Chair Julius Genachowski Booked for Sold-out AllThingsD

2/28/10 Media Executives Live in Apple's "Beautiful Fascist Environment," Kara Swisher

3/2/10 Migrating Billions of TV Ad Dollars to Online, How YuMe Plans to Solve It

3/3/10 Ooyala Says Micropayments for Online Video Loom Large

3/4/10 Networks Plan "Full Load" of Ads in Online Programs

3/4/10 Analyze This: Omniture in Three-Screen Data Pact with NBC for Online Video Reporting

3/5/10 YuMe Taps BlueKai for Market Data

3/7/10 Powerful, Niche Audiences Gather Around Live Web Programming to Build New Media Brands

3/8/10 CBS Finds Personalized Online Video Ad Insertions Net 95% Completion Rates

3/8/10 The Problem with Online Video Advertising is it's "Too Expensive"

3/9/10 CBS Interactive's CHOW Finds Appetite for 30 Second Food Videos

3/11/10 NBC Local Media Launches "Feast," an Aggregated Restaurant Ratings Tool

3/14/10 Big Media's Epitaph for Webisodes

3/16/10 Mondo Media Gaining Revenue from International Licensing

Press Coverage
3/1/10  All Things D: BoomTown “Terrorizes” Beet.TV Online Video Roundtable (Video of This and More, of Course)

Panelists were:
Brian Buchwald, NBC, EVP, Integrated Local Media
Gregg Colvin, Fox Interactive, VP of Business Development
John Evershed, Mondo Media, Co-founder and CEO
Karin Gilford, Comcast Interactive Media, SVP, Online Media
Jeff Jordan, Omniture, Product Manager, Video Analytics
Jayant Kadambi, YuMe, Co-founder and President
Bismarck Lepe, Ooyala, President of Product Strategy
Jim Louderback, Revision3, CEO
Keith Richman, Break Media, CEO
Grant Ries, BlueKai, Chief  Revenue Officer
Marc Ruxin, Universal McCann, EVP, Chief Innovation Officer
Anthony Soohoo, CBS Interactive, SVP, Entertainment & Lifestyle
Jennifer Taylor, Adobe, Director, Flash Content Creation + Distribution

Moderators  were:
Kara Swisher, AllThingsD
Andy Plesser, Beet.TV

Live Event Blogging by Daisy Whitney

7:08 ET Anthony Soohoo discusses CBS' online assets.

7:10 ET Gregg Colvin at Fox talks about potential synergies between some Fox assets and how to take advantage of those synergies online.

7:15 ET Brian Buchwald at NBC explains how local works in tandem with the national NBC assets. His focus is on local media. He said his focus has been rebuilding NBCs local assets to be more relevant. To succeed in San Francisco, for instance, the key is to focus on what matters in San Francisco. NBC created new restaurant tool online called Feasts for local content.

7:16 ET: Kara asks Adobe's Jen Taylor about the role Flash is playing these days especially given the attention on what it can and can't do these days. She asks how Adobe deals with the criticism around Flash these days. Jen says 75% of video online these days is in Flash. There are challenges, she acknowledges. Jen talks about some of the improvements Flash has made as Kara asks some tough questions.

7:19 ET: Kara says lets discuss advertising and devices. She asks Anthony Soohoo what he has seen in terms of innovative ads online. He cites March Madness live streaming. He says with live streaming he expects to be able to order food online while watching a show. Kara says that's been promised for a long time but hasn't happened.

7:21 ET Bismarck Lepe at Ooyala said with live streaming events you can build high value audiences and ads online. That's the way to monetize these live events, he says.

7:23 ET The challenge online is guaranteeing an audience for advertisers for live programming, Anthony Soohoo said.

7:24 ET Advertising is migrating more to cost per action models, says Marc Ruxin at Universal McCann. Ruxin says he expects new ad units. Social feeds, flickr streams. Consumers will choose ads they want as exchange for lower ad loads and that will create better economic value for advertisers.

7:26 ET: Many of the ads on Fancast.com are display ads, Karen Gilford says. She says with TV Everywhere customers are getting more content than they were before at virtually no additional cost. She says targeting and the ability to dynamically insert ads is innovative. She says dynamic insertion will also make sense after the initial viewing period for most shows.

7:31 ET: NBC's Brian Buchwald says there is greater expectation with online ads in terms of data/insights advertisers want. But is there too much data, Kara asks?

7:33 ET: Gregg Colvin at Fox says what advertisers want most is data.

7:35 ET: Kara asks if there are any good ads online? When was the last good ad you saw online?

7:37 ET: Bismarck at Ooyala said while at Google/YouTube, advertisers started paying a lot less when they saw data on how often consumers tuned out the ads.

7:39 ET: Jim Louderback says host shout outs work so much better than the shoveled over pre-rolls. Half of consumers have bought a product based on host shout outs.

7:41 ET: Louderback says amplification of word of mouth exists now and didn't before. Consumers have more power.

7:43 ET: Jayant at YuMe said scaling and formatting is still an issue. How does an advertiser easily bring ads across sites?

7:44 ET: Anthony Soohoo said 15- and 30-second ads are not going away anytime soon. Every time we chase a new ad format we are chasing a shiny new object.

7:46 ET: Marc Ruxin says brands will subsidize more of games, film, music online.

7:47 ET: Sponsoring and integrating with content is powerful, even if you don't watch the show, says Gregg Colvin.

7:48 ET: Jeff Jordan at Omniture says testing and targeting is going to become more important.

7:49 ET: Mobile is biggest opportunity right now, but jury is out on iPad because it's a third device to have to carry, Ruxin says.

7:51 ET: Smartphone is biggest opportunity, says Karen Gilford at Fancast. Brian at NBC Local agrees — the mobile phone and smartphone and tie-in to local communities is the biggest opportunity for NBC Local. The company is putting lots of development resources against iPhones and Android phones.

7:54 ET: Jen at Adobe said network connected TVs will outsell PCs soon. She says we will see Flash on the TV by the end of this year.

7:56 ET: Gregg at Fox says Apple is probably the most relevant company right now. Lots of focus on developing for iPhone and iPad.

7:57 ET: Jen at Adobe says she's keen on the Google NexusOne phone.

7:59 ET: NBC's Brian says Google is using its market share/wealth to build dominant position on devices, other places.

8:00 ET: Amazing how when you ask which is the most important company right now, the only answers are either Google or Apple.

8:04 ET: Karen at Comcast talks about opportunities to search, navigate and browse your TV content online and then watch on an HD TV.

8:06 ET: Bismarck at Ooyala says there needs to be a hybrid of subscription models.

8:06 ET: John at Mondo Media says he doesn't expect consumers to pay for any content besides sports.

8:07 ET: Keith Richman says some people will pay for some content, but it's a niche business.

8:08 ET: Andy Plesser asks about the ad load and what consumers will tolerate online.

8:09 ET: Anthony Soohoo said users have been trained that the TV ad load model does work.

8:13 ET: Keith Richman said we're not there yet with figuring out the right ad load online.

IMG00150-20100224-2110 

Co-host Kara Swisher and Owen Thomas, editor of NBC Bay Area

Recent Videos
image
Teads Finds Success with Bet on Video Viewability

CANNES – When Paris-based Teads launched back in 2011, there was very little conversation about the viewability problems around video advertising, but that has changed and the bet by co-founder Bertrand Quesada looks like it is paying off. The company has recently raised a $30 million round and has ...

image
We Are “Short Step” to Full Automation of Advertising Transactions, PHD’s Cooper

CANNES – The  rate of change in the automation of advertising buying and selling and the industry will reach full automation in short order, say Mike Cooper, Worldwide CEO of Omnicom’s PHD media agency unit.   In the interview he also comments on the unprecedented number of media agencies in ...

image
“Xaxis Sync” Reached Short List at Cannes Lions: Caspar Schlickum Explains Why it Matters

CANNES – Powering real-time advertising buying is determined  by a number of signals, including data on which commercials are being aired at a particular time. Xaxis, the automated media buying unit of GroupM, launched a product last year called Xaxis Sync. It  synchronizes TV ads and serves related ...

image
Programmatic Will Transform Outdoor Advertising: VivaKi’s Hopwood

CANNES — Programmatic buying is still almost entirely associated with digital media, but the time might not be far off when creative is routinely served in real time on outdoor advertising displays. That’s what Danny Hopwood, VivaKi’s VP-solutions and platform operations for EMEA, envisions. He ...

image
Dispatch from Cannes: “This was the year of Snapchat,” Mindshare’s Johnston

CANNES – Every year at the Cannes Festival  there is a new player that captures the attention of media world.  “This was the year of Snapchat,” says Norm Johnston, Global Chief Digital Officer of Mindshare, in this interview with Beet.TV He says that Snapchat has proven its value to ...

image
Addressable TV Advertising is Here, Finally, says AT&T’s AdWorks Dunsche

CANNES – No longer pie-in-the sky, the long-anticipated technology enabling brands to deliver TV ads  to specific households is finally becoming a reality for cable and satellite operators including AT&T, says Maria Mandel Dunsche VP of Marketing for AT&T AdWorks, in this interview with ...

image
AdTech Firms Need to Adhere to Attribution Standards, GroupM’s Tilds

CANNES — Agencies like Group M are requiring that technology partners adhere to baseline standards when it comes to the measurement area of attribution modeling, says Cary Tilds, Chief Innovation Officer at Group M, in this interview with Beet.TV. “The one single thing I see in new technology ...

image
Bankoff Wants Vox’s Video On Mobile And Everywhere

CANNES — Vox Media‘s portfolio of eight sites may be pretty popular on their own. Together, the publisher claims around 170 million monthly uniques for the collection, to which it recently added Re/code. But CEO Jim Bankoff is thinking bigger. He wants to spread that content off from just owned ...

image
Mondelēz’s Bough Wants To Build Bigger, Better, Faster “Unicorns”

CANNES — Brands buying ads that drive traffic to wholesale retailers will push ecommerce to new heights, according to the marketing chief of Oreo and Toblerone company Mondelēz International. Bonin Bough reckons a coming fusion of media buying and ecommerce opportunities will fuel massive business ...

image
SMG Adds Video and Native Distribution to Content@Scale Program

CHICAGO — SMG is expanding the content platform it launched early last year to encompass video and native distribution channels. Designed to help SMG clients with their content marketing efforts, Content@Scale gives quick access to licensed content produced by more than 36 publishers and 135 content ...

image
On Daily Mail’s TV Show, ‘The Site Is The Star': Steinberg

CANNES — Almost exactly a year after the president and chief operating officer of BuzzFeed was named to lead MailOnline’s US expansion as the online paper’s north America CEO, now Jon Steinberg is already enjoying getting a toehold in to the TV business. At Cannes Lions, DailyMail.com (as ...

image
Daily Mail, Dr. Phil Consummate Story Sharing With TV Show Marriage

CANNES — Late 2015 and early 2016 already look like shaping up to be the time when the biggest online media brands try breaking in to the old medium of TV. AOL already hopes to gain distribution for its new HuffPo Show weekly satirical show, and BuzzFeed is known to be considering its options. Now ...

loader