Archive for May, 2008

StockholmMediaWeek is a yearly conference targeting media agencies and CMO’s. This years event starts in just a couple of minutes at Hotel Rival in Stockholm.

I will be there tomorrow morning with two different roles:

One as an expert in consumer behaviour for moving images, since I did Moving Images 2007. Me and Annie Wegelius from SVT will discuss the enormous increase of time spent on online video and the consequences it implies.

Two as the founder of Videoplaza demonstrating and educating the audience on how to buy online video and how it differs from other media. I’ll say the medium has three heavy advantages over broadcast TV when it comes to advertising:

1. Accountabilty - you get relevant feedback and metrics in how your campaign is doing. With that you can then tune and tweak it to maximize the results.
2. User attention - the online video viewing is a lot more focused than TV, Moving Images 2007 showed that clearly. We can assume the viewer has her attention on the video window thus really noticing the ads when they show up.
3. Interactivity - if the user is interested in the ad, she can interact with it in an easy and intuitive way. Engagement is the best way to get people to like you brand.

The most interesting part of online video is unfortunately not reality yet, targeting. When we have a nice mix of contextual, demographic and behavioral targeting, there will be a revolution. It’ll just take us a couple of years to get there. I’ve explained why here.

If you are at the Hotel Rival tomorrow, come by and say hi!