Daisy Whitney

Click-through rates for ads on connected TVs are in the 10 to 17% range to date, a healthy number, according to new data shared by entertainment discovery service and technology provider Rovi.

A common GRP for TV and online video could be a boon to online video, said Dave Campanelli, SVP and director of National Broadcast at Horizon Media, while speaking at a Beet.TV Online Video Leadership webcast in New York last month.  

Hulu is investing heavily in original and exclusive programming, such as "LXD," "A Day in the Life," and "The Morning After," said Kevin McGurn, VP Ad Sales at Hulu, while speaking at a Beet.TV Online Video Leadership webcast in New York last month.  

Shows with loyal viewership have the highest completion rates for viewing pre-roll ads, said Mike Hudack, CEO of blip.tv, while speaking at a Beet.TV Online Video Leadership webcast in New York last month.

ESPN operates its multiplatform programming strategy according to a “best available screen at the moment” approach, said Tim Connolly, VP for digital distribution at Disney/ESPN, while speaking at a Beet.TV Online Video Leadership webcast in New York last month.

ESPN is slated to roll out ads in October in live programming it carries on digital platforms such as tablets, mobile phones and computers, said Tim Connolly, VP for digital distribution at Disney/ESPN, while speaking at a Beet.TV Online Video Leadership webcast in New York last month.

AMSTERDAM/SAN FRANCISCO — Adobe has expanded its lineup of programmers using its Adobe Pass TV authentication tools to verify whether consumers can watch online content from pay TV operators to include Fox, Scripps, Hulu, AMC Networks and others, Adobe said at the international trade show IBC.

The programming guides on both TVs and over-the-top devices are complicated and challenging to use, but more Web sites will start including guides on their sites that connect to TV screens, predicted Mike Hudack, CEO of blip.TV while speaking at a Beet.TV Online Video Leadership webcast in New York last week.

Measurement services and Web publishers are refining their tools to help grow online video ad dollars.

Despite uncertainty in the overall economy, publishers such as CBS and Hulu both say that demand remains strong for online video ads and inventory. "The demand is still voracious," said Ken Lagana, SVP Sales, CBS Interactive during the recent Beet.TV Online Video Leadership webcast.

Viewers want different viewing experiences on different devices and advertisers should keep those habits in mind as they plan three-screen campaigns, said Donnie Williams, Chief Digital Officer at Horizon Media, while speaking at a Beet.TV Online Video Leadership webcast in New York last month.

Understanding measurement, consumer behavior and viewer habits will be challenging for the next several years. That was the conclusion of most panelists who spoke at the Beet.TV Online Video Leadership webcast in New York last week.

In recent months, Nielsen has seen a younger subset of viewers watch more streaming video, but that activity isn't cutting into overall TV viewing, said Jon Gibs, SVP Analytics and Insight at Nielsen, while speaking at a Beet.TV Online Video Leadership webcast in New York last month.

Given the growing reach of digital viewing of TV and movies via streaming, movie studios are likely to create their own digital marketplaces, said Chris Van Noy, Akamai's Chief Digital Strategist, while speaking at a Beet.TV Online Video Leadership webcast in New York last week.

Four emerging media start-ups in online video and mobile are finding success with brands and retailers. In this week's New Media Minute, learn why marketers are linking up with  Fiksu, GoldRun, Encoding.com and Framesocket.

The vast majority of ad buyers placing ads through Adap.tv are higher-end brands buying for the upper funnel, said Toby Gabriner, president of Adap.tv during the recent Beet.TV Online Video Leadership webcast. He explained the difference between networks, exchanges and marketplace and where Adap.TV fits.

The recent TV upfront helped to prove that both social and online video can drive audience and build fan bases for TV shows, said Amanda Richman, MediaVest’s digital chief in an exclusive interview with Beet.TV.

Brands that lean on customers to produce Web video testimonials are finding that a 15- to 20-second video hits the sweet spot.

Metrics are starting to improve in the online video advertising business and that’s important given the increasing role branded entertainment is playing for video sites, said Matthew Corbin, Chief Product Officer at DBG, in an interview with Beet.TV

REDWOOD City, Calif — As mobile video consumption continues to skyrocket, video ad technology YuMe is making strides to capture ad dollars across platforms, from online to connected TVs to mobile phones.