VAN at IAB Video Engage 2011
November 29th, 2011 by Dave Jones
Professor Green- Star Guest, with 450,000 Twitter followers and up to 150,000 click-throughs per tweet
VAN attended the first ever IAB Video Engage last week to absorb some interesting stuff from a host of top industry experts. Thought-leaders and directors from YouTube, ITV, JWT and more gave talks about the role of online video and posed some interesting questions about the future:
How will online video change in a more multi-platform environment? Is TV going to remain the king of video advertising? How is the rise of emerging markets going to effect business models? Can you ever escape Nyan Cat?
Here are some things worth knowing, taken from the full review on the IAB website:
• 28 million of the 39 million people online watch video content on a laptop/PC (UKOM). The average video viewer watches 96 videos a month, for 4 ½ hours.
• YouTube: “Half of our ads are now skippable”.
• Starcom Mediavest: Connected TVs will be the game changer for online video.
• ITV: “The TV kingdom is in good health with new allies on the horizon”.
• Yahoo: Shortform video – the sweet spot between consumer and commercial quality.
• EMI: online video offers access between artist and fan, and new revenue opportunities.
• Professor Green: Online video is about choice, giving fans what they want, when they want.
• Reckitt Benckiser: We’ve been using online video for five years, we know it works, and it works well.
• The click is antiquated – measure the value not the click, Chris Worrell, Specific Media.



