Time Spent Viewing Ads: Online vs. Television

Complete video at: http://fora.tv/conference/l2_video_celebrity

comScore's video products manager Dan Piech identifies key differences in consumer reactions to online advertising opposed to television advertising. "Audiences are actually responding more positively to online advertising," explains Piech.

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Module 1: The Video & Celebrity Landscape

Scott Galloway, Founder, L2
"Welcome"

Dan Piech, Product Manager of comScore, Inc.
"Online Video by the Numbers: Where We've Come From, Where We're Headed, and Why You Should Care"

John Eaton, Halogen
"Seeding Video via Influencer Networks"

Rick Silvestrini, Brand Engagement Products, YouTube
"Beyond Campaigns: Your Wholistic Video Strategy"

Dan manages comScore's video products and is responsible for ensuring that measurement insights support the growth and development of the online video industry. In this role, he leads comScore's video products forward by harmonizing internal development efforts with external market dynamics. Dan has spoken at a variety of conferences and events, most recently at the Digiday: Video Upfront, the NAB Show, OMMA Video, and Streaming Media West. In doing so, Dan enjoys sharing his unique insights and opinions on the state of the online video industry and how it can best be navigated, with rationales grounded in comScore's trusted data. Prior to joining comScore, Dan worked on the interactive strategy teams at McKinney and Success Communications Group and was a project manager at HG Media. Dan also operates a freelance film, photography, and web design studio: evoxio.

Category:

News & Politics

Tags:

• online
• tv
• television
• ads
• advertising
• ad
• data
• statistics
• time
• revenue
• income
• revenues
• web
• internet
• streaming
• media
• video
• videos
• shows
• viewing
• traffic
• youtube
• hulu
• entertainment
• content
• marketing
• strategy
• dan
• piech
• l2
• clinic
• foratv
• fora.tv
• fora

[2323jimmy23]

You only ever need to advertise if you are selling something people don't want :/

[2323jimmy23]

@MumblingMickey You have a lot of stories for a lot of people my friend. Why is it we don't see adverts all over the place for advertising companies? Possibly because they use sales people, maybe they know something.

[2323jimmy23]

@MumblingMickey sounds like those lectures you go to is where you need to be. You can have long boring conversations with the people there. They understand and accept what you are talking about. I do not. Simple as that.

Your opinion is based on what you are fed. I have a bit more respect for myself than that.

There is a real world out there beyond your box, try it.

When you come to realization one day, you may remember that frustrating guy on YT that just wouldn't accept your dribble. ;)

[2323jimmy23]

@MumblingMickey Case closed? Again? Your assertions are all based on what you believe to be the data.

Do you know any "average people" ?

You obviously measure success by financial gain, I am sure you will outgrow this doctrine sooner or later. Good luck with your path.

[MumblingMickey]

@2323jimmy23

Why would an ad agency advertise themselves to the general public?

Look this is really simple...If you are right..and I'm wrong then Google are clearly losing billion every year. Their entire revenue is based on advertising.

All those ads you see make Google money ONLY when someone clicks an ad. The advertiser won't continue to advertise if the ads don't result in sales.

So... all you have to do is find out how much Google took in for advertising last year!

Case closed.

[MumblingMickey]

@2323jimmy23 "this part of your comment is just your own perception of reality."

Nope that part of my perception comes from long boring lectures on product lifecycles and statistics.

Look your really not going to get very far in this by presenting your opinion when its in direct contrast with what is observed in the commercial world.

Tell me what sells iphones? If Apple just sent them out to stores without telling anyone what they werewould they have sold just as many?

[MumblingMickey]

@2323jimmy23

"Do you honestly think that products originated in the 1950s !!! ???"

Please go back and read what I typed. Making my own point back to me is erm... puerile.

And fine... now where would I buy a boat... hmmm ... let me get the yellow pages out... ohh wait thats advertising... okay the internet... ohh wait that's advertising... how about I ring someone at random and ask them?

[2323jimmy23]

@MumblingMickey Do you honestly think that products originated in the 1950s !!! ???

Do you not think people built and sold boats hundreds if not thousands of years ago? The ones that sink are shit no matter how well you advertise them.! Go buy yourself a boat today and see if you want to rely on advertising.

[2323jimmy23]

@MumblingMickey "Product life cycles are so short now" this part of your comment is just your own perception of reality. Putting things in boxes and stacking them tall pleases the young mind.

[2323jimmy23]

@MumblingMickey As a product designer and developer in the fashion industry for 23 years, I am very familiar with the development techniques used by brands and consumer psychology.

Advertising "works" but is no less insane than stopping ALL cars to clamp down on uninsured drivers.

I have worked with many products that have outperformed production without a single ad. Advertising & mass production go hand in hand, one is currently on its knees. So where do you think that leaves the other one?

[MumblingMickey]

@2323jimmy23 With the greatest of respect it might be a good idea for you to investigate how and why products and services are developed before questioning whats known about marketing theory and consumer psychology....

as far as I can see you think advertising doesn't work... so all those guys with doctorates in consumer psychology are wrong to spend hundreds of billions. Google in your world don't make any profit , and retailers are happy to stock things for which there is no demand.

[MumblingMickey]

CONT. Product life cycles are so short now that its a total waste of money to develop anything unless you have already worked out in advance who will buy it, how you will tell them it exists, how many you need to make and what it will cost ...and you have to do that 'before' you develop a prototype.....

Its refereed to as a marketing mix and encompasses the product, price, packaging, promotion, and presentation. Only products that are doomed to failure launch without these in place.