5:33: Andy thanks panelists for their contributions! Thanks Horizon for hosting Beet and Adap.tv for partnering with us.

5:27: Multichannel services providers, like programmers, also need to be everywhere and be present on the best available screens, AT&T says

5:22: AT&T looking to aggregate set-top box data as a tool for brands and advertisers.

5:18: At&T U-Verse said it's launching its tablet strategy. It opens the door for commerce.

5:13: There is a discovery funnel based on the number of episodes watched and the completion rate for ads. Blip is researching the ad and playback experience to determine best frequency and experience for ads.

5:11: Adap.tv points out that we are still waiting for more scale in digital platforms

5:02: ESPN says reports vary on who is and isn't mulittasking while watching TV. Even so, ESPN has a philosophy of "Best available screen."

5:00: EPG features will start to be surfaced more on Web accessible devices, rather than TVs, says Hudack

4:56: Mike Hudack at blip.tv says as IPTV is rolled out the walls of scarcity in pricing start to fall down more

4:50: AT&T has set-top boxes that are all hi-def and DVRs, enabling different opportunities and applications, AT&T says. Next step is moving towards transaction businesses.

4:49: Adap.tv and Horizon discuss addressability and how to bring more dollars into digital. Expects a tipping point in next two years as IP content becomes a bigger part of how consumers watch video

4:46: ESPN discusses how authentication works and how it will roll out ads under an authentication model

4:42: Adap.tv and others discuss how to keep online video buying safe, clean and well-lit for brands

4:40: Adap.tv said it brings buyers and sellers together and operates as a marketplace.

4:39: Adap.tv talks about how it works, compares itself to Amazon

4:30: We are a year away from consistent measurement in online video and a common currency, Horizon says

4:24: TV ratings are down, not as measurable as digital, but TV upfront was up 10%, Shields asks. Koenigsberg says supply and demand helps. Market up because audiences were down.

4:22: Next up will be another fireside chat with Mike Shields at Digiday and Bill Koenigsberg at Horizon Media

4:20: Schiller and Stelter discuss breaking news sites, including targeted ones.

4:17: Vivian Schiller says she is focused on how to help propel NBC News to the same success on digital platforms that it's had on TV

4:15 EST: Vivian Schiller her NPR depature was uncomfortable and she regrets that she/NPR became the news

4:12: Social media can help drive tune-in, but its value is greater than that, says Vivian. Twitter is its own platform

4:11: Vivian Schiller says big brands are declining in audience in some cases, but audiences like broadcast TV are still juggernauts

4:08: Brian Stelter asks Vivian what NPR, Discovery, NBC, New York Times and other places she has worked have in common. Vivian says she has the focus has been how to maintain audience on legacy platforms and expand onto digital without destroying main revenue base.

4:01: Mike Shields at Digiday wraps up his session. Thanks Mike! Up next is Brian Stelter and Vivian Schiller.

3:59 EST: Forrester says there is still a mid-tail market, but not nearly as big as display market. There may be room though to apply some of the display technologies that have helped display market

3:58 EST: Horizon says you need a breakout hit to draw avertisers to the Web

3:54 EST: Hulu sells audiences, not programs.

3:51: Kevin McGurn said Hulu investing heavily in original content

3:49 EST: Measurement issues for online video have to do with finding a big enough sample size for online video, Nielsen says.

3:45 EST: Forrester says the issue is how should advertisers measure the effectiveness of a campaign.

3:44 EST: Nielsen says we need GRP uniformity, to see GRP used online and on TV, and to understand what it means for TV and Web video

3:37 EST: CBS says viewers are willing to watch relevant ads.

3:34: Nielsen says cable subs are still going up. Cord-cutting not having major impact yet. Cord shaving more common.

3:32: Jon Gibs at Nielsen says there is a certain subset is consuming more online video. Usually younger people. Nielsen is seeing younger and more down-market, people coming out of college, don't have job yet.

3:31 EST: There is still scarcity in online with premium shows, says Horizon Media. Discusses how TV and online media buying teams assess opportunities for ads and pricing.

3:28 EST: Authentication, economics and measurement are vital for networks like CBS as they determine value of online TV shows

3:24 EST: Hulu's Kevin McGurn says Hulu is an "on-demand platform and the world's biggest DVR." He says library shows and current shows get a "fair shake" in viewing

3:22 p.m. EST: Mike Shields at Digiday asks Hulu's Kevin McGurn about potential sale. McGurn declines to comment.

3:20 P.M. EST: LIVE BLOGGING IN PROGRESS: Andy Plesser welcomes audience.

 

 
Online Video Goes Primetime
The maturation of pricing, metrics and ROI — and the emerging technology of distribution and consumption

Presented by Adap.tv and hosted by Horizon Media

Recorded Tuesday, August 23 from 3:00 – 5:30 p.m. EDT on Beet.TV via Livestream

with

Dave Campanelli, SVP, Director of National Broadcast, Horizon Media

Tim Connolly, VP for Digital Distribution Disney/ESPN

Toby Gabriner, President, Adap.tv

 Jon Gibs, SVP, Analytics and Insights, Nielsen

Michael Greene, Analyst, Forrester Research

Mike Hudack, CEO, Blip.tv

Bill Koenigsberg, CEO, Horizon Media

 Ken Lagana, SVP, Sales, CBS Interactive

Kevin McGurn, VP Advertising Sales, Hulu

 Christopher Monteferrante, VP, AT&T U-verse

Chris Van Noy, Chief Strategist, Digital, Akamai

 Vivian Schiller, Chief Digital Officer, NBC News 

 Donnie Williams, Chief Digital Officer, Horizon Media

 Moderated by Mike Shields, Digiday, Brian Stelter of

The New York Times and Andy Plesser, Beet.TV

The webcast will originated in the Manhattan offices of Horizon Media