What is the relative marketing impact of advertising in different kinds of digital video?
Many debate the benefits of so-called “premium” video but, in this video interview with Beet.TV, Videology CEO Scott Ferber breaks out a three-tier stratification of that construct, with with different impact ratios for each:
- 4:1 – Full episode player (eg. Fox, NBCU, Hulu):
- 2:1 – Portal (eg. AOL, MSN etc.)
- 1:1 – Long tail (eg. YouTube, Facebook)
Ferber also weighs in with his observations on two key recent trends:
- “In October, we saw marketers taking their (US TV advertising) upfronts that they were predominantly buying on an age-and-gender basis, because that’s the currency today … and they were rescoring it for these secondary indexes. All of a sudden there was a lot of activity. For me, that was a watershed moment.”
- “We saw a huge amount of interest in cross device planning. Even though the upfronts were finished and everyone had decided their stuff … we saw this unbelievable interest in saying ‘help me out with the cross-device side’. (They were saying): ‘How do I get it, and how much should I be spending and what should I be doing?'”
Ferber says demand for cross-device delivery, traditionally driven by brands’ agencies, is now coming from brands’ chief marketing officers themselves.
“Clearly not all of them are getting it, but we’re hearing from folks like Target that clearly do,” he says. “Maybe 2018 is the year that we ‘arrive’?”
This interview was conducted by Matt Spiegel.
This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.
