Chapell & Associates

Wednesday, March 21, 2012

OMMA Display New York City

Monday, November 7, 2011, New York, NY

Resolved: Video is the Real Online Display 
Despite many a pronouncement that the Web is only good for direct response advertising, brands are in fact interested in spreading awareness online. Video, not display, will be the vehicle that takes them there. Similar in execution to TV, where brands feel safest, video enables the storytelling that connects brands with consumers, but with the added benefits of enhanced targeting, measurability and interactivity. As the current growth-driver in online advertising, video is the channel most buyers are interested in, yet the same old problems of scale, standardization and a much smaller ad load keep TV dollars from coming online en masse. However, at 50% year-over-year growth, video’s surge comes at the expense of another channel: display. Whatever its logistical problems, online video is closer to the display advertising brand marketers really wanted online, anyways.
Alan Chapell , President, Chapell & Associates
David Dowhan , President, TruSignal
Teri Gallo , VP, Marketplace Development, Mediabrands Audience Platform
Sarah Iooss , VP VMN Music Group, Digital Ad Sales, Viacom Media Networks
Randy Kilgore , CRO, Tremor Video
John Nitti , EVP, Zenith Media


posted by Alan on Wednesday, March 21, 2012

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