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@IAMAI 3rd Panel: How Seriously Should We Take Online Video Ads?
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After the 1st session on standards and norms and 2nd session on performance vs branding the third session was centred around video adverising online and whether it needs to be taken seriously. Again most of the speakers came from a video advertising background and hence most of the session was pro video advertising. Would have enjoyed a contrary point of view on the panel. Nonetheless the panelist did make some key points during the session and thats what we are covering in this post.
Suman Srivastava – CEO Euro RSCG who was the moderator of the panel outlined some key concerns for discussion at the start of the panel itself so that the speakers could delve deeper on these concerns.
He questioned “How do we handle..”
1) Bandwidth - Video as everyone knows requires time to load and is quite a strain on your servers. Are there enough broadband users for downloading such stuff?
2) Creativity - What kind of stuff can be done on online video vis a vis television ads.
3) Measurement- How do we measure? Are views enough?
4) Distribution - How we reach out to more users for video viewing?
R Rajnish – Director- Ad & Publisher Solutions, Microsoft India answers the concerns by pointing the audience towards the recent big bang theory and its implications towards the internet bandwidth comcerns. He stated that a new technology call grid technology would be coming soon (6-8 months) which would revolutionize internet speeds the world over and users will be able to download Full Disney movies in 5 seconds.
He said that besides for grid technology 3G is here and will be available on phones in a few months and hence videos will be watched on phone as well. Besides for 3G there is also IPTV which he felt will solve the bandwidth issues for web videos.
On the concern about measurement he stated a statistic that Laughter Challenge is seen more on youtube than on Star One but they hardly earn anything out of the online video views and this is where online video ads come in.
Naren Nachiappan - Managing Director, Jivox stated the following interesting statistics in support of popularity of video online.
1) Video is not tomorrow’s story but a today’s story.
2) No of Video Impressions to surpass no of searches in Q1 2009 Comscore (North America)
3) 80% of onlne video users don’t mind watching ads (double click)
4) Youtube is the 6th most trafficked site in India (alexa)
5) 8% of video viewers interact will the video ads (expand/contract)
6) In click2 play environment one sees 25% CTR post completion of video click.
Surya Mantha – Web 18 CEO stated that Bandwidth is not a tech issue its more of a policy, incentive issue. He felt that even though Broadband hadn’t taken off vis a vis mobiles, on the whole in smaller towns/cities people are still watching videos. He questioned the video ad format and asked “How long should a video ad be? 5sec? 8 sec?” He felt there was no answer still as the answer was still evolving.
He then questioned as to what is relevance in context of video? How do you have relevant ads in video? He felt this aspect was also still evolving.
He concluded saying that Online video viewing was a solitary activity and attracted complete focussed attention from a viewer and hence was very effective for advertising.
Sunil Nair Chief Executive Officer & Co-Founder, Nautanki TV claimed that Nautanki.tv does about 10 million video views a day and the Video consumption is happening from smaller towns NOT from metro’s. He gave the example of Channel V get gorgeous channel on nautanki which got 1.5 million video views a day
He felt the way to reach out to the advertisers was to partner TV and video content providers who anyways have access to these advertisers.
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