Our VP of Online Video Advertising, Chip Scully, recently chatted with Digiday about the challenges marketers face as they scale their video ad campaigns across TV and the web.
In this video interview from Digiday’s Video Upfront, Chip shares how marketers can take a more holistic approach to their multi-screen campaign workflow, gaining actionable insights to increase ad engagement and optimize creative along the way.
There has been a huge transformation at the agency level in the application of technology that’s been introduced in the last 20 years. And experts say that over the next 10-15 years, we’ll see more innovation and invention than we saw over the last century. But with each innovation comes a greater need to manage and learn how to harness the new solutions and technologies in the advertising industry. This process was the main theme behind the 4A’s Transformation conference this week.
With the additions of multi-screen campaigns, multi-platform buys and the growth of social media, agencies have been over-loaded with the amount of campaigns they must traffic and manage. NBCUniversal Director of Commercial Operations Steve Hernandez noted that the steep increase in ad placements has resulted in hours of manual sorting and re-entering of data for agency media teams, leaving them with little or no time to perform the responsibilities they were hired to execute.
So what’s the solution? AdID Chief Growth Officer Harold Geller believes the future of the industry lies in workflows that look at sales metadata to match agency instructions. The Media Behavior Institute has been working over the past two years to create a universal identification process, which could conservatively save $2 billion per year for media agencies.
But what if you could easily and efficiently distribute your ads across every screen today?
When you deliver and manage your TV and online video ad campaigns together, you can bypass and eliminate the challenges that come with a fragmented workflow across multiple platforms. With Extreme Reach, you’ll get the ability to deploy campaigns and track performance across TV, Web and Mobile in near real-time. This means advertisers and agencies can now optimize their cross-media campaigns faster than ever before. Now that’s a transformation!
Julie Moses is a Regional Sales Manager for Online Video Advertising at Extreme Reach.
See how your TV and online advertising work together to drive campaign results.
In a multi-screen world, cross-media reporting is the only true measure of today’s video advertising. And up until now, cross-media measurements haven’t shown the full picture.
Online platforms typically provide Web-only data, or at best, just show basic TV ratings information. On the other hand, TV platforms usually don’t include Web or online performance data.
But now, with our new Cross-Media Reporting Suite, you can immediately see how your TV and online advertising work together to drive results in your live campaigns. Our new reporting suite provides insightful, actionable answers to help uncover:
Plus, our platform provides all the integrated tools you need to respond to those insights, so you can make media and creative adjustments that will improve the results of your live campaigns.
Learn more about the insights provided in our Cross-Media Reporting Suite in our new press release.
How do you choose the right technology partner or emerging platform?
As I learned at a panel during last week’s iMedia Brand Summit, there’s a general consensus around three main items:
For example, say that you are a marketer who uses video advertising across TV and the Web, and you’re determining the long-term potential for a partner or platform. First, the platform or partner you choose should specifically address both TV and Web advertising. Choosing a partner that specializes in video advertising across multiple screens simplifies your workflow, and eliminates the hurdles and inefficiencies that come with using multiple vendors.
It’s also important to look at the management and team your technology partner has to offer. Ideally, you’ll find a wealth of industry expertise in both the executive board as well as your day-to-day contacts.
Finally, ask yourself if your current partnerships and workflow allow you to scale and measure your cross-media campaigns.
If you don’t have access to these capabilities today, you will soon need them to follow consumers as they watch more and more content online. Here’s an example of how TV and online metrics can be measured together in cross-media campaigns.
Chip Scully is the Vice President of Online Video Advertising at Extreme Reach.
This year’s Super Bowl commercials sported a distinctly digital theme. For starters, nearly half of the network TV ads were delivered digitally via the Extreme Reach platform. Also, a record number of Super Bowl commercials were introduced both on TV and online. And, during the game, most TV ads aimed to drive viewers to the Web.
The ad industry’s biggest event is an insightful indicator of advertising trends. This Marketing Land article points out some interesting cross-media trends among this year’s crop of Super Bowl ads. More than 80% of ads that aired during the Super Bowl featured an online call to action, driving TV viewers to Twitter, Facebook, or branded webpages. Almost all of these digital destinations featured interactive video content, taking the opportunity to directly engage with TV viewers once they made the jump online.
TV and online video advertising can be interconnected in a variety of ways that leverage the unique advantages of each medium while gaining new benefits from tying them together. Here’s an example of how stunning HD TV ads can now be instantly transformed into interactive ads for online video campaigns.
As 2012 comes to a close, many in the digital marketing industry are making their predictions on what’s in store for the new year.
CMO.com recently asked more than 80 industry insiders what they envisioned for 2013 – and the responses make for some thought-provoking perspectives on digital and video advertising.
Convergence in media, technology and analytics is a consistent theme, as well as the anticipation of more interactive content and greater targeting capabilities.
Extreme Reach CMO Robert Haskitt also chimes in with his new year’s prediction in this new article.
TV still makes up the vast majority of advertising media budgets, by far. But it’s no secret that today’s TV audience is also watching their favorite shows online. If you’re a marketer, you know that this is an important shift in viewer behavior that could impact the effectiveness of your TV campaigns. But you don’t know how it impacts your TV efforts or what you can do about it.
Now, there’s one way to find out: Manage and measure TV and online video together.
When you do this, numerous new synergies and opportunities will arise along with the answers. By measuring TV and online video advertising together, you’ll be able to see how TV actually works in concert with online video media. By managing your TV and Web campaigns together, you’ll be able to pull levers, blend screens and adjust your media plans to get the cross-media balance right for your business.
In this new Forbes article, I’ve called out 10 good reasons to manage and measure TV and Web video campaigns together.
Robert Haskitt is the CMO of Extreme Reach.
The media and entertainment industry is undergoing a paradigm shift in the way that content and data is stored, processed, delivered and consumed. Consumers demand an ever-increasing variety of channels to access content through a wide array of devices and services. Media producers are managing vast catalogs of content and looking for new ways to engage their audience. Advertisers and agencies are moving to a new world where their customer must be reached across multiple screens with the ability to optimize across all mediums. These themes and many more were discussed at the Cloud Computing West Conference recently in Santa Monica.
I had the pleasure of participating as a panelist for two sessions at the conference. The first session analyzed new cloud offerings for entertainment and the industry’s general direction in terms of cloud computing. Some of the cloud-based technologies discussed included the virtually unlimited processing capabilities of cloud computing, vast media storage capabilities, accelerated file transfer tools and the social/collaboration/workflow tools that are becoming more available. I discussed how Extreme Reach leverages these capabilities to deliver a state-of-the-art platform that combines unlimited capacity with “always on” reliability and constantly evolving capabilities.
I also participated in the closing session, which focused on the future of cloud computing for entertainment, telecom and investment. This session delved into how these industries are evolving to take advantage of the many benefits that cloud computing offers. We also discussed the concerns that have been voiced with cloud computing. The clear consensus was that any perceived issues with cloud computing, such as security, bandwidth availability or governance, exist with any enterprise computing platform. The answer in every case is a proper system architecture that ensures tight security, highly distributed and redundant infrastructure and thoroughly planned operational procedures and policies.
To learn more about the future of cloud computing and its impact on the industry, you can watch some of the panel highlights here:
Dan Brackett is the CTO of Extreme Reach.
We’d like to welcome ad industry veteran Chip Scully as our new Vice President of Online Video Advertising. Based in our Needham, MA headquarters, Chip will lead the Extreme Reach Online Video Advertising Sales & Service teams.
Prior to joining Extreme Reach, Chip was the Senior Director of Advanced TV and Online Video Sales at Microsoft. In that role, he started and led a team that launched Microsoft’s advanced TV marketplace. That marketplace grew to 32 cable networks with over 200+ advertising clients such as American Express, Kraft and General Motors.
Chip is one of twelve highly-regarded industry professionals that have recently left one of our competitors to join the Extreme Reach team.
You can read more about Chip and why he’s excited about his new role at Extreme Reach in this press announcement.
There’s recently been a steady stream of cross-media research highlighting the impact of adding online video to TV campaigns. New statistics show that the TV audience is bigger, watches longer and is more effectively persuaded by advertising when they watch video on both traditional TV and the Web. There’s a lot said about the momentum of cross-media video advertising, but little mentioned about the process.
Rather than planning and executing TV in one box and Web video in another, brands and their agencies should consider unifying traditional and digital TV campaigns, processes and technology solutions. By bringing all video advertising together under a single, strategic discipline, brands can connect with viewers more effectively across screens and their agencies can eliminate costly steps and missteps.
In this new MediaPost article, I point out how and why forward-thinking brands and agencies are starting to unify traditional TV and Web video advertising workflows and centralize campaign execution for the “new TV”.
Robert Haskitt is the CMO of Extreme Reach.
Brian Kloeckner
Chip Scully
Dan Brackett
Dascha Bright
Extreme Reach
Jo Ann Kessler
Julie Moses
Robert Haskitt
Tom Falcone