Panel discussions focused on the innovations and trends around concepts of such as online video advertising, branded entertainment, the value of 3D content, audience targeting, fragmentation of content and platforms, the semantic technology of top video networks, and how to build a genuine social experience. The theme of the event seemed to be online video advertising: how to activate a social, engaged audience with a relevant, premium experience - and do so at scale. Solutions and strategies touched on a myriad of levers in the sector, including branded entertainment, gamification, targeting by device, and the value (or lack of value) of click-throughs.
The recurring solution was that a connection needs to be formed between the user and the editor or producer of content, and the brand needs to be a part of this experience in a non-obtrusive, relevant way. Users will join and invest in the conversation, contribute to brand lift, and get talking. Premium content leads to premium engaging and sharing. Mike Hogan, Editor in Chief of Moviefone and AOL TV, may have said it best in referencing the social platform of Huffington Post. "We're trying to have a cocktail party," he said, "not scrawls on a bathroom wall."
Thanks to all of the folks below who represented AOL on stage!
- Richard Bloom on "Internet Video and Advertising Strategies - Relationships between Content, Advertisers and Technology"
- Chris Grosso on "Maximizing Content Value - From Video to Entertainment and Information - Metadata, Content Farms, Syndication, Behavioral Search & Subscription"
- Ran Harnevo on "Video Advertising: How New Consumer Habits Are Driving the Advertising Community to Innovate, and the Challenges with Scale"
- Jeffrey Hochberg on "Hypertargeting: Ad Networks, Ad Serving and Ad Targeting"
- Michael Hogan on "Media, Entertainment and Brand Ubiquity - Sports, Comedy, Reality & News - TV, PC, The Tablet, The Smartphone - Understanding the Content and Commerce Equation"
- Debbie Menin on "The Future of Enhanced Advertising: Addressing Brands, Message, Technology, Media and Entertainment"
(This post was originally posted on the AOL Advertising Blog)