Vision of Leaders – Leaving TV Behind: The Future of Impactful Online Video CommercialsSeptember 18th, 2012
Last week, Tribal DDB Worldwide CEO Paul Gunning spoke on the future of online video at DMexco (Digital Marketing Exposition and Conference) in Cologne, Germany. Paul’s panel entitled ‘Leaving TV Behind: The Future of Impactful Online Video Commercials’ featured several impressive experts from all different aspects of the industry including Tribal client Judith Wilhelm, Online Communications Manager at Volkswagen, Pierre Chappaz, CEO, Ebuzzing, Benjamin Faes, Managing Director New Products & Solutions North Central Europe at Google, Christophe Parkot, SVP and Managing Director, Yahoo! EMEA, and Ashley Swartz, CEO and Founder of Furious Minds.
The panel covered a lot of ground on the future of online video, and focused particularly on how TV ads and online ads should be approached differently from a creative standpoint. In Germany alone, 3/4 of online commercials are repurposed TV ads and the panel generally agreed that this is not the most effective way to advertise online. The major difference cited was that TV ads have until the end of the commercial to hit the punchline, while online commercials must start by grabbing your attention before consumers skip the ad.
Additional topics that were touched on include the future of multiple screens, the possibilities with ACR (automatic content recognition), TrueView (allowing consumers to choose what ads they will watch in their entirety), original content creation, as well as the potential for mobile marketing.
If you have a few minutes, be sure to check out the full video of the panel below.