Group M’s Rob Norman on Hulu, Measurement and the Meaning of Convergence

By on 01/31/2013 9:55 PM @daisywhitney

VIEQUES, Puerto Rico — Advertisers, media companies and programmers have been grappling with convergence for more than twenty years, and it’s finally taking shape in some areas, notably with TV-quality content across platforms, says Rob Norman, Chief Digital Officer at GroupM Global, during an interview with Beet.TV at the Beet Retreat 2013 in Vieques, Puerto Rico.

We sat down with him to discuss what convergence truly means. When it comes to TV, the fact that full-episode players, video-on-demand and broadcast content can be sold together suggests convergence is “locked” in that one area, he says. But the industry is still trying to understand what convergence means when it comes to sites such as Hulu that’s carrying traditional TV but also its own original content.

“A Hulu-type environernt and a full-episode type environment create different challenges from a streamed network-delivery environment,” he says. “There are new types of units we can use…and advertisers are also thinking about how to exploit the opportunity of a lower ad load in a full episode player environment.” Norman also delves into different meanings of convergence, whether from a device or content perspective, as well as what converence might mean for audience impressions and measurement.

-Daisy Whitney

Recent Videos
image
“AdBlocking Goes Mainstream” and Video Publishers are Severely impacted, PageFair/Adobe Study...

COLOGNE – The use of adblocking software by consumers, which disables banner ads also disables in-stream video ads, is on a rapid increase.   Some 27 percent of U.S. Internet users use some sort of adblocking solution when browsing, according to a study done by Dublin-based PageFair in collaboration ...

image
WPP Ups Investment in AppNexus as “The only alternative to align with Facebook or Google,” Martin...

WPP, the world’s largest adverting holding company is upping its investment in ad tech company AppNexus with a $25 million investment and will use the AppNexus technology to sell ads, the companies announced today. In an interview with the Wall Street Journal, WPP CEO Martin Sorrell says, “The only ...

image
Comcast Acquisition is Powering FreeWheel’s Global Expansion

COLOGNE – Video ad management platform FreeWheel is looking to international and ecosystem growth following its recent acquisition by cable operator Comcast. “We’re powering ad decisioning and management for 90% of broadcast community in the US,” FreeWheel’s global solutions and ...

image
Multiple Currencies will Drive Programmatic Video Growth, LiveRail’s Arnstein

COLOGNE — With Nielsen’s OCR, comScore’s vCE and others vying to be the yard stick by which buyers and sellers measure online advertising, is the industry approaching a Betamax moment, in which a single standard will win out? That doesn’t need to happen, says one digital ad exec. ...

image
Death Of TV Is Greatly Exaggerated: GroupM’s Rob Norman

COLOGNE — Some digital media transitions aren’t that pronounced and TV isn’t such a problematic medium after all, says one of the leading ad agencies’ top digital thinkers. “It’s very easy … to take a view that the fast-streaming, uninterruptable, buffer-free, ...

image
Brightcove’s New Player Fights Ad-Blockers

AMSTERDAM — Video technology vendor Brightcove last week unveiled Perform, a new service offering publishers its HTML5 video player with analytics, content protection and ad insertion built in. One other feature signifies a war on the ad blockers: “By being able to circumvent ad blockers, we ...

image
Yahoo Evolves Branded Content Approach with Tumblr

COLOGNE  – Yahoo has been involved in branded content for many years, but its strategy has evolved in recent months to become more tailored and also tumblr-centric, says Patrick Albano, VP and Head of Advertising Solutions at Yahoo EMEA, in an interview with Beet.TV. Yahoo purchased tumblr last year ...

image
Programmatic Video ‘Three Years Behind Display’: Videoplaza’s Muehle

AMSTERDAM – So-called “programmatic” techniques for controlling and targeting online ad trading are already revolutionizing sales of static display ads; but video is later to the ad-tech party. Display has been like this for a while. Video is two to three years behind,” London- and ...

518417638_1_648_367
HTML5 Video Caters To Savvy Scandinavians: Smartcom:TV’s Larssen

AMSTERDAM — Scandinavian consumers are ahead of the curve when it comes to technology adoption – and that means the video industry must cater for what is one of the world’s first mobile-viewing markets, says one exec from the sector. “We are early movers in the technical industry; our ...

518417263_1_648_367
Opera Sees HTML5 As Cure For Video Fragmentation

AMSTERDAM — Everyone knows how splintered the online video industry is. Opera Software, a veteran web browser maker, reckons TV can learn a thing or two from web standards. “The big problem in the TV market is, everything is fragmented,” Opera Software product management VP Frode Hernes ...

image
Data-Driven Advertising & Targeting Spur Online Video Spending, Forrester’s Joyce

COLOGNE, Germany — Data and addressability are two trends that are driving increased spending in online video, but also are posing challenges for the business, says Richard Joyce, Senior Analyst with Forrester Research, in an interview with Ashley J. Swartz, Founder and CEO of Furious Minds for ...

image
Premium And Long-Tail Video Are Blending: Brightcove’s Jain

AMSTERDAM — The highs and lows of video content production are colliding as amateur and pro-am producers start making output that looks increasingly good to broadcast execs. “One really interesting thing is the democratization of content,” Brightcove media SVP and GM Anil Jain tells ...

loader