Recently the VideoNuze Online Video Advertising Summit returned to NY, an annual event that lasts for one day, and this year the focus was on the direction of the online video advertising market. According to Streaming Media, there were several sessions that addressed the changing set-top and mobile markets. Senior Vice President of marketing for YuMe, Ed Haslam, noted that advertisers have seen slightly higher completion rates on these set-top box ads because of their full-screen takeover. The living room devices have become more comfortable for viewers to use. Haslam mentioned to Streaming Media the importance of placing ads next to set-top search results.
Will Richmond, summit organizer and VideoNuze editor and publisher, told Streaming Media that, “Online video advertising has continued to explode in the last year. One big change is the embrace of new devices, particularly the iPad, which has been a real game-changer. This trend will only accelerate, particularly as connected devices like Xbox, Roku, Smart TVs and others proliferate.”
One prediction from the summit concluded that the current system of “one ad per break” would be non-existent in the future. The summit switched between group discussions and on-person case histories. Joe Feczko, senior vice president of marketing innovation and integration at Macy’s, discussed the success of their online video marketing and introduction of QR codes for tips and how-to information.