{"id":17804,"date":"2012-06-21T10:10:20","date_gmt":"2012-06-21T10:10:20","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/"},"modified":"2025-02-13T21:36:03","modified_gmt":"2025-02-13T21:36:03","slug":"videonuze-2012-report-top-5-themes-from-online-video-ad-summit","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/","title":{"rendered":"VideoNuze 2012 Report: Top 5 Themes from Online Video Ad Summit"},"content":{"rendered":"<p>On Tuesday, I attended the <a href=\"http:\/\/www.videonuze.com\/\">Videonuze<\/a> <a href=\"http:\/\/videosummit2012.videonuze.com\/\">2012 Online Video Advertising Summit<\/a> in NYC with my colleague Jim Dicso. We are currently in the year of video \u2013 it is transforming advertising. The U.S. watched a record breaking <a href=\"http:\/\/www.comscore.com\/Press_Events\/Press_Releases\/2012\/6\/comScore_Releases_May_2012_U.S._Online_Video_Rankings\">10 billion plus video ads this past May<\/a> alone. So what is on the horizon of online video advertising? Here are the top five takeaways from the summit:<img decoding=\"async\" class=\"mce-hs-more\" style=\"height: 20px !important;\" src=\"image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" alt=\"\" \/><\/p>\n<p><strong>#1. Measuring ROI and ad value is still a MAJOR issue that needs to be resolved<\/strong><\/p>\n<p>Of course there has been a great transition of ad spending to online, but is the return on ad spend (RoAS) showing value? <a href=\"http:\/\/www.imediaconnection.com\/profiles\/iMedia_PC_Bio.aspx?ID=2847\">Director of Emerging Communications at GroupM, Michael Bologna<\/a> believes, \u201cWe\u2019re still lacking a universal measurement and to a lot of people TV content is still perceived to have a higher value over online video.\u201d Even more so, advertisers want the online buying process to be synergetic TV buying. \u201cDigiday data shows that advertisers would like to buy TV and online together. Unified planning is something everyone is looking for but hard to achieve,\u201d stated <a href=\"http:\/\/adap.tv\/company\">Teg Grenager, Founder and VP of Product at Adap.tv<\/a>. What do we expect the next step of the buying process to be, and when will it happen? Let\u2019s throw in mobile too \u2013 it\u2019s only a matter of time before advertisers can buy all three as a bundle package, right?<\/p>\n<p><strong>#2. Online digital video consumption is split between different screens and devices<\/strong><\/p>\n<p><a href=\"https:\/\/twitter.com\/#!\/yumevideo\">Ed Haslam, SVP Marketing at YuMe<\/a>, confirmed that consumer attention is becoming fragmented across multiple screens \u2013 further proof of the \u201cconnect consumer.\u201d Nielsen seconded that TV reach is decreasing and the amount of time spent watching TV continues to decline. Consumers now have the opportunity to catch up on a past episode of the favorite show on seven different screens. So how does an advertiser connect on each device?<strong>\u00a0<\/strong><\/p>\n<p><strong>#3. Publishers are investing in original content, creating channels and new type of networks<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" id=\"img-1340286685192\"   src=\"\/\/cdn2.hubspot.net\/hub\/165863\/file-5408505-jpg\/images\/videonuze_square.jpg\" alt=\"Online Video Ad Summit\" width=\"300\" height=\"300\" border=\"0\" \/><\/p>\n<p>\nThink <a href=\"http:\/\/www.huffingtonpost.com\/2012\/05\/21\/hulu-expands-original-content_n_1532718.html\"> Hulu\u2019s current Summer Series<\/a> and <a href=\"http:\/\/www.usatoday.com\/tech\/news\/story\/2012-02-20\/youtube-original-content\/53170394\/1\">YouTube\u2019s $100 million investment<\/a> \u2013 it\u2019s largest spending on original content so far. Since these publishers appeared on the scene 5-7 years ago, people have not stopped consuming video online. Of course original content is the natural next step for these publishers to stay relevant and to keep consumer eyes on their sites.<strong>\u00a0<\/strong><\/p>\n<p><strong>#4. Online video ad space is in flux between the old traditional TV world and the new online world<\/strong><\/p>\n<p>Even more so, these two worlds are focused on different sets of criteria to determine success. While the traditional TV ad world focuses on impressions, <a href=\"http:\/\/en.wikipedia.org\/wiki\/Gross_rating_point\">gross rating points<\/a>, brand and reach, the online space can measure viewer engagement (i.e., ad skipping) and interactivity as well as personalization and measurable results. What do you anticipate this universal measurement tool will be, and when will it hit the industry?<\/p>\n<p><strong>#5. 90% of online video ads are repurposed TV ads!!<\/strong><\/p>\n<p><a href=\"http:\/\/8.10.209.13\/Article.aspx?R=1008989\">Says eMarketer<\/a>. And while this figure dropped from 98% in 2010, it proves that advertisers still don\u2019t understand the power of this new medium and how necessary it is to develop creative that is right for the online ad channel. <a href=\"https:\/\/twitter.com\/#!\/dhallerman\">eMarkteter\u2019s online advertising Principal Analyst David Hallerman<\/a> is optimistic: \u201cMore unique online creative will be created with time. It\u2019s all about changing the habits.\u201d<\/p>\n<p>Furthermore, only 2% of the non-TV derived ads were optimized for mobile. WHAT?! Come on people! We are in a multi-screen world (as stated above): consumption is split between multiple screens and devices, and pretty soon advertisers will be making all of their media buys together. TV, online and mobile, unite!<\/p>\n<h4>Were you at Videonuze? What did you think about the insights, and do you agree with my above takeaways? Share your thoughts below in the comments.\u00a0And be sure to check back to the blog tomorrow for a deeper dive into the top brand that are succeeding in today\u2019s advertising shift.<\/h4>\n","protected":false},"excerpt":{"rendered":"<p>The top 5 themes and takeaways for the online video ad industry from the Videonuze 2012 Online Video Advertising Summit in NYC.<\/p>\n","protected":false},"author":7,"featured_media":20047,"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-17804","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>VideoNuze 2012 Report: Top 5 Themes from Online Video Ad Summit | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"VideoNuze 2012 Report: Top 5 Themes from Online Video Ad Summit | SundaySky\" \/>\n<meta property=\"og:description\" content=\"The top 5 themes and takeaways for the online video ad industry from the Videonuze 2012 Online Video Advertising Summit in NYC.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/\" \/>\n<meta property=\"og:site_name\" content=\"SundaySky\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SundaySkyVideo\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-13T21:36:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/06\/VideoNuze-2012-Report-Top-5-Themes-from-Online-Video-Ad-Summit-jpg.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"570\" \/>\n\t<meta property=\"og:image:height\" content=\"570\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@sundaysky\" \/>\n<meta name=\"twitter:label1\" content=\"\u63a8\u5b9a\u8aad\u307f\u53d6\u308a\u6642\u9593\" \/>\n\t<meta name=\"twitter:data1\" content=\"4\u5206\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\\\/\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\\\/\",\"name\":\"VideoNuze 2012 Report: Top 5 Themes from Online Video Ad Summit | SundaySky\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2012\\\/06\\\/VideoNuze-2012-Report-Top-5-Themes-from-Online-Video-Ad-Summit-jpg.webp\",\"datePublished\":\"2012-06-21T10:10:20+00:00\",\"dateModified\":\"2025-02-13T21:36:03+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\\\/#breadcrumb\"},\"inLanguage\":\"ja\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"ja\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\\\/#primaryimage\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2012\\\/06\\\/VideoNuze-2012-Report-Top-5-Themes-from-Online-Video-Ad-Summit-jpg.webp\",\"contentUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2012\\\/06\\\/VideoNuze-2012-Report-Top-5-Themes-from-Online-Video-Ad-Summit-jpg.webp\",\"width\":570,\"height\":570},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Blogs\",\"item\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"VideoNuze 2012 Report: Top 5 Themes from Online Video Ad Summit\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#website\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\",\"name\":\"SundaySky Video Platform\",\"description\":\"Transforming Customer Engagement with Video\",\"publisher\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#organization\"},\"alternateName\":\"SundaySky\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"ja\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#organization\",\"name\":\"SundaySky\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ja\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Sundaysky-logo-02.png\",\"contentUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Sundaysky-logo-02.png\",\"width\":1920,\"height\":1080,\"caption\":\"SundaySky\"},\"image\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/SundaySkyVideo\",\"https:\\\/\\\/x.com\\\/sundaysky\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/sundaysky\\\/\",\"https:\\\/\\\/www.instagram.com\\\/sundayskyvideo\\\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"VideoNuze 2012 Report: Top 5 Themes from Online Video Ad Summit | SundaySky","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/","og_locale":"ja_JP","og_type":"article","og_title":"VideoNuze 2012 Report: Top 5 Themes from Online Video Ad Summit | SundaySky","og_description":"The top 5 themes and takeaways for the online video ad industry from the Videonuze 2012 Online Video Advertising Summit in NYC.","og_url":"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/","og_site_name":"SundaySky","article_publisher":"https:\/\/www.facebook.com\/SundaySkyVideo","article_modified_time":"2025-02-13T21:36:03+00:00","og_image":[{"width":570,"height":570,"url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/06\/VideoNuze-2012-Report-Top-5-Themes-from-Online-Video-Ad-Summit-jpg.webp","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_site":"@sundaysky","twitter_misc":{"\u63a8\u5b9a\u8aad\u307f\u53d6\u308a\u6642\u9593":"4\u5206"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/","url":"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/","name":"VideoNuze 2012 Report: Top 5 Themes from Online Video Ad Summit | SundaySky","isPartOf":{"@id":"https:\/\/sundaysky.com\/jp\/#website"},"primaryImageOfPage":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/#primaryimage"},"image":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/#primaryimage"},"thumbnailUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/06\/VideoNuze-2012-Report-Top-5-Themes-from-Online-Video-Ad-Summit-jpg.webp","datePublished":"2012-06-21T10:10:20+00:00","dateModified":"2025-02-13T21:36:03+00:00","breadcrumb":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/#breadcrumb"},"inLanguage":"ja","potentialAction":[{"@type":"ReadAction","target":["https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/"]}]},{"@type":"ImageObject","inLanguage":"ja","@id":"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/#primaryimage","url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/06\/VideoNuze-2012-Report-Top-5-Themes-from-Online-Video-Ad-Summit-jpg.webp","contentUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/06\/VideoNuze-2012-Report-Top-5-Themes-from-Online-Video-Ad-Summit-jpg.webp","width":570,"height":570},{"@type":"BreadcrumbList","@id":"https:\/\/sundaysky.com\/jp\/blog\/videonuze-2012-report-top-5-themes-from-online-video-ad-summit\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/sundaysky.com\/jp\/"},{"@type":"ListItem","position":2,"name":"Blogs","item":"https:\/\/sundaysky.com\/jp\/blog\/"},{"@type":"ListItem","position":3,"name":"VideoNuze 2012 Report: Top 5 Themes from Online Video Ad Summit"}]},{"@type":"WebSite","@id":"https:\/\/sundaysky.com\/jp\/#website","url":"https:\/\/sundaysky.com\/jp\/","name":"SundaySky Video Platform","description":"Transforming Customer Engagement with Video","publisher":{"@id":"https:\/\/sundaysky.com\/jp\/#organization"},"alternateName":"SundaySky","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/sundaysky.com\/jp\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"ja"},{"@type":"Organization","@id":"https:\/\/sundaysky.com\/jp\/#organization","name":"SundaySky","url":"https:\/\/sundaysky.com\/jp\/","logo":{"@type":"ImageObject","inLanguage":"ja","@id":"https:\/\/sundaysky.com\/jp\/#\/schema\/logo\/image\/","url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2022\/11\/Sundaysky-logo-02.png","contentUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2022\/11\/Sundaysky-logo-02.png","width":1920,"height":1080,"caption":"SundaySky"},"image":{"@id":"https:\/\/sundaysky.com\/jp\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/SundaySkyVideo","https:\/\/x.com\/sundaysky","https:\/\/www.linkedin.com\/company\/sundaysky\/","https:\/\/www.instagram.com\/sundayskyvideo\/"]}]}},"_links":{"self":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog\/17804","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/comments?post=17804"}],"version-history":[{"count":0,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog\/17804\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/media\/20047"}],"wp:attachment":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/media?parent=17804"}],"wp:term":[{"taxonomy":"industry","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/industry?post=17804"},{"taxonomy":"use_case","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/use_case?post=17804"},{"taxonomy":"blog-topic","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog-topic?post=17804"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}