Last Thursday, 11/5, Unicast had the opportunity to facilitate a great conversation at the ad:tech conference in NYC.
The conference is focused on digital marketing and it is HUGE. It was held in the Javits Convention Center on the upper West side of Manhattan and attracted the who’s who of digital marketers from around the world.
As a sponsor of the conference, Unicast was able to host a panel discussion during the schedule of speaking sessions. We selected a topic that we knew to be very relevant to both our business as well as the advertising industry as a whole: the future of video advertising.
The title of our panel was “Video Advertising: It’s All Digital, So Now What?” and dealt with a variety of topics surrounding how the conversion of broadcast based video into digital would cause the industry to evolve.
We had a great panel of speakers that are subject matter experts on this topic, and I was there to moderate and encourage a lively discussion on a topic that was front and center at ad:tech NYC this year.
A Video Advertising Revolution?
The members of the panel had a lively discussion about the video advertising world as we know it, one with two distinct structures and organizations around broadcast video and online video. One major theme of the panel was trying to determine what it might take for agency, advertiser and publisher structures to follow the advance in video technology and be positioned for integration into one combined entity and workflow/process. Everyone agreed that it was a foregone conclusion that at some point in the future, the worlds of broadcast and online video advertising would have to converge. It’s more efficient, it’s more scalable and the two mediums are starting to behave more and more like each other every day.
The words “revolution”, “collapse”, “people will have to lose their jobs” were thrown around, as a feeling that some pretty major structural changes would need to happen to facilitate a true change in the way things work today. Technology advancements, reporting and measurement shifts, more premium inventory from online publishers, economic conditions... these will all be factors in future of the combined world of digital advertising across three screens.
5 years ago... YouTube didn’t exist. 5 years ago, online video did not exist. Where will we be 5 years from now? Rest assured that Unicast, along with DG FastChannel are working hard to be one step ahead of the game. For more on what solutions we’re developing to get us there, read more here.
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Congrats to Guy Mastrion, Chief Global Creative Officer at Palio for winning our drawing for the MinioHD Flip camera. Go take some digital video and help push forth the revolution!
Sponsored Workshop Details:
Topic:
Video Advertising—It’s All Digital, So Now What?
Summary:
As we move fully into the era of digital television, will marketers and agencies shift towards a truly unified solution to manage their video-based advertising campaigns? Will we see a convergence of the planning,
operations and reporting functions for video across traditional and online disciplines? Join leading marketer, technology and agency executives as they discuss the future of ad operations and how digital video content will force the advertising industry to challenge legacy perceptions, workflows and staffing models.
Moderator:
Bryan Hjelm, VP, Marketing, Unicast
Panelists:
- Dan Berra, VP, Business Intelligence, Unicast
- Amy Auerbach, Media and Marketing Consultant, Professor, Online Media Baruch College
- Mike Leo, CEO and President, Operative
- Amy Stettler, Global Media Director, OMD