Video: Performance Metrics for Online Video Advertising
Event: Live Webcast of Streaming Media East 2007 Conference & Exposition in Hilton New York, NY
Beyond impressions, what other criteria will publishers be held accountable for as video advertising matures? In addition to its ability to measure lift in awareness and other brand metrics, video advertising must also drive performance by its ability to generate leads and sales. Pre-roll vs. post-roll, ideal commercial length, and ad formats (interactive components, companion banners, etc.) are just a few of the applications that must still be studied for their relative effectiveness in driving performance for both brand and direct response advertisers. Learn how the further exploration of targeting with video is also necessary, including by the nature of the content (contextual/keyword), the audience profile (demographic/psychographic) and the ability to predict future performance based on past behavior (behavioral).
Moderator: Kate Kaye, Editor, News and Special Projects, ClickZ News
Christine Peterson, Associate Media Director, Carat Fusion
John Ellis, VP, Product Management, ValueClick Media
Mort Greenburg, VP of Sales, Metacafe
Rob Aitken, Online Video Product Manager, AP