{"id":17750,"date":"2012-11-14T09:42:05","date_gmt":"2012-11-14T09:42:05","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/take-five-from-digiday-video\/"},"modified":"2025-02-13T21:41:09","modified_gmt":"2025-02-13T21:41:09","slug":"take-five-from-digiday-video","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/take-five-from-digiday-video\/","title":{"rendered":"Take Five from Digiday Video"},"content":{"rendered":"<p>Yesterday, I attended\u00a0<a title=\"Digiday\u2019s Video\" href=\"http:\/\/www.digidayvideo.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Digiday\u2019s Video<\/a>\u00a0annual conference here in NYC where roughly 300 digital citizens<br \/>\n    convened to reflect on the state, growth, opportunities and challenges of the online video market. Admittedly, I<br \/>\n    skedaddled with still yet a couple of sessions to go, but can sum up my five takeaways from the event as<br \/>\n    follows:<\/p>\n<ol>\n<li><strong>We are finally and truly living in a multi-screen culture<\/strong>.\u00a0\n<p><img loading=\"lazy\" decoding=\"async\" id=\"img-1352903515222\"\n            src=\"\/\/cdn2.hubspot.net\/hub\/165863\/file-18418081-jpg\/images\/yume.jpg\" alt=\"Yume electronics per person 2012\"\n            width=\"300\" height=\"300\" border=\"0\" \/><\/p>\n<p>\n        Recent 2012 research from\u00a0<a title=\"Yume\" href=\"http:\/\/www.yume.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yume<\/a>\u00a0(supported by a killer infographic that is now hanging on my office wall,<br \/>\n        snapshot at right) tells us that the average person has 3.96 electronic devices. It was no surprise that the<br \/>\n        ones that came in on top (in order of usage) are: cell phones, TVs, gaming consoles, PCs and tablets. Whether<br \/>\n        you are a brand, publisher or agency, you need to be thinking not only about the creation of experiences that<br \/>\n        feel native to each screen, but also a common way to produce video content \u2013 once \u2013 and publish to many screens.<br \/>\n        After all, we are living in the age of the <a title=\"connected generation\" href=\"http:\/\/info.sundaysky.com\/blog\/Generation-Connected-The-New-Customer-Experience\" target=\"_blank\" rel=\"noopener noreferrer\">connected generation<\/a>. View the full presentation <a title=\"here\" href=\"http:\/\/new.livestream.com\/DigidayTV\/digidayvideo\/videos\/6205176\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.<\/p>\n<\/li>\n<li><strong>We are living in a simultaneous multi-screen culture<\/strong>.<br \/>\n        <a>Mike Proulx of Hill Holiday<\/a>\u00a0gave the best presentation of the day (IMO) discussing a great framework<br \/>\n        chock full of rich examples and stats that drive home the fact that conversations about your favorite TV<br \/>\n        programs are no longer contained to your living room \u2013 and forget the next-day water cooler\u2026.The Voice\u2019s \u201cfinal<br \/>\n        12\u201d is old news by then. Social media is the instant feedback loop, and the Tweeting and Facebook posting that<br \/>\n        happens during such shows as The Voice, Real Housewives (guilty), The Bachelor (guilty), presidential debates<br \/>\n        (guilty), etc. can have a measurable impact on program ratings. Folks such as\u00a0<a title=\"Blue Fin Labs\" href=\"http:\/\/bluefinlabs.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Blue Fin Labs<\/a>\u00a0help advertisers<br \/>\n        track social mentions and chart them alongside Nielsen ratings. Interesting stuff. View his presentation below.<\/p>\n<\/li>\n<li><strong>Video ad spend will sit with TV if it doesn\u2019t already.<br \/>\n        <\/strong>We learned from the latest\u00a0<a title=\"Adap.tv\" href=\"http:\/\/adap.tv\/\" target=\"_blank\" rel=\"noopener noreferrer\">Adap.tv<\/a>\u00a0Digital Video State of Industry research that digital video spend is<br \/>\n        up 27% in 2012. In 2011, 40% of survey respondents believed video ad budgets should be aligned with display.<br \/>\n        However, new 2012 data tells us that dollars have moved primarily from display, and incremental funding has more<br \/>\n        than doubled.\u00a0 In fact, 67% of respondents said video is a direct complement to television, and 58% are already<br \/>\n        planning TV and video buys together. Watch the full presentation <a title=\"here\" href=\"http:\/\/new.livestream.com\/DigidayTV\/digidayvideo\/videos\/6246035\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.<\/p>\n<\/li>\n<li><strong>Programmatic buying is becoming the new standard for video<\/strong>.<br \/>\n        Just two years ago, the notion of indirect or programmatic buying was somewhat misunderstood. These were dirty<br \/>\n        words in some circles because of the belief that premium inventory was (or should be) only available direct from<br \/>\n        the publisher. Now, Adap.tv findings tell us that programmatic buying has tripled over 2011, and half of brands<br \/>\n        and agencies surveyed are on board with RTB. What\u2019s more, CPMs are up 12%.<\/p>\n<\/li>\n<li><strong>Brands need to get more involved in the conversation<\/strong>.<br \/>\n        This is one of a handful of video-oriented events held in NYC each year. And each year, we enjoy new research<br \/>\n        findings and survey results that help validate existing investments and guide new ones. That said, this event<br \/>\n        was no different than others this year in that session content, event attendees, research subjects, and survey<br \/>\n        respondents were heavily skewed toward a publisher and agency audience. There\u2019s a need to expand, and even<br \/>\n        elevate, the conversation to include more perspective directly from brands. We\u2019re hearing loud and clear from<br \/>\n        leading brands such as <a title=\"Zappos, AT&amp;T, Toyota and Comcast\" href=\"http:\/\/info.sundaysky.com\/blog\/15-Innovative-and-Smart-Video-Players-to-Follow\" target=\"_blank\" rel=\"noopener noreferrer\">Zappos, AT&amp;T, Toyota and Comcast<\/a>, that video is not just another channel,<br \/>\n        but actually integral to CMO strategic imperatives.<br \/>\n\n<\/li>\n<\/ol>\n<div>\n<h4>Were you at Digiday Video yesterday? What did you think? Would love to hear your thoughts in the comments<br \/>\n        section below.<\/h4>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The 2012 Digiday Video conference in NYC shared the state, growth, opportunities and challenges of the online video market.<\/p>\n","protected":false},"author":4,"featured_media":20063,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[],"blog-topic":[125],"class_list":["post-17750","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","blog-topic-trends-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Take Five from Digiday Video | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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