IAB Education

Taught by experts from BBE and eMarketer

Video is an increasingly important part of the online experience, with more and more content available in every category, from user-generated clips to full network programs. And with this dramatic growth of video content, marketers are able to access an entirely new form of advertising inventory that combines the addressability and flexibility of more traditional online formats with the emotional depth and story-telling capabilities that make TV advertising the center of most branding activity.

This seminar will place the current user experience in its historical context, outlining the evolution of today’s video advertising, describing the rich universe of content as well as the shape of the audience it attracts. We will discuss the available ad formats and their strengths and weaknesses for various marketing objectives, and what unique capabilities that addressable video advertising brings to the marketing arsenal.

Specifically, the class will address these key questions:

• What is the consumer experience that is driving adoption of this medium, and what is the path of its likely evolution?
• What new advertising opportunities does this medium enable?
• Who are the key players and what do they offer consumers and marketers?
• Who is doing video advertising well today and what lessons can be drawn from this success?
• Why is digital video different from every existing advertising format, and how can you take advantage of these important distinctions?

Richly illustrated with examples and case studies, this seminar will outline proven strategies and provide an operating philosophy that will enable success for marketers looking to invest in this channel.