The Beet.TV Online Video Executive Roundtable:

An Exploration of Online Video Distribution, Analytics and Monetization

Moderated by: Kara Swisher, AllThingsD and Andy Plesser, Beet.TV

In addition to the on-demand feed of the video above, we have published a number of segments and one-on-one interviews from the conference,
so please check back for updates:

2/26/10 Top CBS Exec Wary of iPad’s Video Content Distribution Costs

2/26/10 James Cameron, Steve Ballmer, FCC Chair Julius Genachowski Booked for Sold-out AllThingsD

2/28/10 Media Executives Live in Apple’s “Beautiful Fascist Environment,” Kara Swisher

3/2/10 Migrating Billions of TV Ad Dollars to Online, How YuMe Plans to Solve It

3/3/10 Ooyala Says Micropayments for Online Video Loom Large

3/4/10 Networks Plan “Full Load” of Ads in Online Programs

3/4/10 Analyze This: Omniture in Three-Screen Data Pact with NBC for Online Video Reporting

3/5/10 YuMe Taps BlueKai for Market Data

3/7/10 Powerful, Niche Audiences Gather Around Live Web Programming to Build New Media Brands

3/8/10 CBS Finds Personalized Online Video Ad Insertions Net 95% Completion Rates

3/8/10 The Problem with Online Video Advertising is it’s “Too Expensive”

3/9/10 CBS Interactive’s CHOW Finds Appetite for 30 Second Food Videos

3/11/10 NBC Local Media Launches “Feast,” an Aggregated Restaurant Ratings Tool

3/14/10 Big Media’s Epitaph for Webisodes

3/16/10 Mondo Media Gaining Revenue from International Licensing

Press Coverage
3/1/10  All Things D: BoomTown “Terrorizes” Beet.TV Online Video Roundtable (Video of This and More, of Course)

Panelists were:
Brian Buchwald, NBC, EVP, Integrated Local Media
Gregg Colvin, Fox Interactive, VP of Business Development
John Evershed, Mondo Media, Co-founder and CEO
Karin Gilford, Comcast Interactive Media, SVP, Online Media
Jeff Jordan, Omniture, Product Manager, Video Analytics
Jayant Kadambi, YuMe, Co-founder and President
Bismarck Lepe, Ooyala, President of Product Strategy
Jim Louderback, Revision3, CEO
Keith Richman, Break Media, CEO
Grant Ries, BlueKai, Chief  Revenue Officer
Marc Ruxin, Universal McCann, EVP, Chief Innovation Officer
Anthony Soohoo, CBS Interactive, SVP, Entertainment & Lifestyle
Jennifer Taylor, Adobe, Director, Flash Content Creation + Distribution

Live Event Blogging by Daisy Whitney

7:08 ET Anthony Soohoo discusses CBS’ online assets.

7:10 ET Gregg Colvin at Fox talks about potential synergies between some Fox assets and how to take advantage of those synergies online.

7:15 ET Brian Buchwald at NBC explains how local works in tandem with the national NBC assets. His focus is on local media. He said his focus has been rebuilding NBCs local assets to be more relevant. To succeed in San Francisco, for instance, the key is to focus on what matters in San Francisco. NBC created new restaurant tool online called Feasts for local content.

7:16 ET: Kara asks Adobe’s Jen Taylor about the role Flash is playing these days especially given the attention on what it can and can’t do these days. She asks how Adobe deals with the criticism around Flash these days. Jen says 75% of video online these days is in Flash. There are challenges, she acknowledges. Jen talks about some of the improvements Flash has made as Kara asks some tough questions.

7:19 ET: Kara says lets discuss advertising and devices. She asks Anthony Soohoo what he has seen in terms of innovative ads online. He cites March Madness live streaming. He says with live streaming he expects to be able to order food online while watching a show. Kara says that’s been promised for a long time but hasn’t happened.

7:21 ET Bismarck Lepe at Ooyala said with live streaming events you can build high value audiences and ads online. That’s the way to monetize these live events, he says.

7:23 ET The challenge online is guaranteeing an audience for advertisers for live programming, Anthony Soohoo said.

7:24 ET Advertising is migrating more to cost per action models, says Marc Ruxin at Universal McCann. Ruxin says he expects new ad units. Social feeds, flickr streams. Consumers will choose ads they want as exchange for lower ad loads and that will create better economic value for advertisers.

7:26 ET: Many of the ads on Fancast.com are display ads, Karen Gilford says. She says with TV Everywhere customers are getting more content than they were before at virtually no additional cost. She says targeting and the ability to dynamically insert ads is innovative. She says dynamic insertion will also make sense after the initial viewing period for most shows.

7:31 ET: NBC’s Brian Buchwald says there is greater expectation with online ads in terms of data/insights advertisers want. But is there too much data, Kara asks?

7:33 ET: Gregg Colvin at Fox says what advertisers want most is data.

7:35 ET: Kara asks if there are any good ads online? When was the last good ad you saw online?

7:37 ET: Bismarck at Ooyala said while at Google/YouTube, advertisers started paying a lot less when they saw data on how often consumers tuned out the ads.

7:39 ET: Jim Louderback says host shout outs work so much better than the shoveled over pre-rolls. Half of consumers have bought a product based on host shout outs.

7:41 ET: Louderback says amplification of word of mouth exists now and didn’t before. Consumers have more power.

7:43 ET: Jayant at YuMe said scaling and formatting is still an issue. How does an advertiser easily bring ads across sites?

7:44 ET: Anthony Soohoo said 15- and 30-second ads are not going away anytime soon. Every time we chase a new ad format we are chasing a shiny new object.

7:46 ET: Marc Ruxin says brands will subsidize more of games, film, music online.

7:47 ET: Sponsoring and integrating with content is powerful, even if you don’t watch the show, says Gregg Colvin.

7:48 ET: Jeff Jordan at Omniture says testing and targeting is going to become more important.

7:49 ET: Mobile is biggest opportunity right now, but jury is out on iPad because it’s a third device to have to carry, Ruxin says.

7:51 ET: Smartphone is biggest opportunity, says Karen Gilford at Fancast. Brian at NBC Local agrees — the mobile phone and smartphone and tie-in to local communities is the biggest opportunity for NBC Local. The company is putting lots of development resources against iPhones and Android phones.

7:54 ET: Jen at Adobe said network connected TVs will outsell PCs soon. She says we will see Flash on the TV by the end of this year.

7:56 ET: Gregg at Fox says Apple is probably the most relevant company right now. Lots of focus on developing for iPhone and iPad.

7:57 ET: Jen at Adobe says she’s keen on the Google NexusOne phone.

7:59 ET: NBC’s Brian says Google is using its market share/wealth to build dominant position on devices, other places.

8:00 ET: Amazing how when you ask which is the most important company right now, the only answers are either Google or Apple.

8:04 ET: Karen at Comcast talks about opportunities to search, navigate and browse your TV content online and then watch on an HD TV.

8:06 ET: Bismarck at Ooyala says there needs to be a hybrid of subscription models.

8:06 ET: John at Mondo Media says he doesn’t expect consumers to pay for any content besides sports.

8:07 ET: Keith Richman says some people will pay for some content, but it’s a niche business.

8:08 ET: Andy Plesser asks about the ad load and what consumers will tolerate online.

8:09 ET: Anthony Soohoo said users have been trained that the TV ad load model does work.

8:13 ET: Keith Richman said we’re not there yet with figuring out the right ad load online.

 

Co-host Kara Swisher and Owen Thomas, editor of NBC Bay Area

Presented by Ooyala & YuMe.

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