Panache President Steve Robinson leads Panel at Digital Hollywood’s Building Blocks event in San Jose, CA: “Video Advertising: How New Consumer Habits Are Driving the Advertising Community to Innovate, and the Challenges with Scale.”

Panel Description:

Traditional television is moving to the Internet. Though today’s consumer can effectively avoid watching advertising on TV through new time- and place-shifting technologies, the “opt-out” function and other choices make it easier than ever for consumers to skip ads online too. Yet when asked, 75% of consumers prefer advertising over paid subscription models. To keep up with these new consumer video viewing habits and trends towards watching video content online, content owners, advertisers, and technologists must turn into entertainers, or lose precious eyeballs and dollars. To keep audiences captive, advertising must become the new form of entertainment. As content owners, advertisers and technologists begin to better understand video advertising opportunities, one important challenge has come to light: SCALE. On top of creating compelling advertising content, the problem for video advertising isn’t targeting or ad formats. The problem is the inability to scale in-video media buys so that demand (buyers) can leverage the growing supply (sellers).

Panel Members:

Deeje Cooley, Product Manager, Dynamic Media Organization, Adobe
Julian Zilberbrand, VP, Group Director, Technology, Mediavest Digital
Keith Richman, CEO, Break Media
Jim Larrison, EVP, Platform Sales and Services, Adify
John Gentry, President, Spot Runner
Cheryl Kellond, former VP Advertising, Yahoo!
Geoffrey Coco, Group Product Manager Video & Rich Media, Microsoft Advertising, Microsoft