What’s The Right Model for Online Video Advertising?

Rob D’Asaro, OMD’s US Director, Digital Strategic Alliances, has seen the changes in the ways broadcast and online video advertising have been purchased over the past few years.

The above video interview is from the Effie Awards judging event in NYC.

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Rob D’Asaro, OMD’s US Director, Digital Strategic Alliances, has seen the changes in the ways broadcast and online video advertising have been purchased over the past few years. Broadcast was measured by GRPs and video by impressions. Now, there is a murky continuum attributable to the experimentation by vendors on one side and resistance by brands and agencies to pivot on the other.

D’Asaro sees holding on to the standard broadcast model as something that prevents clients from spending more money on digital channels. Part of his job is to bring broadcast and online channels together. Digital vendors can go to old model, which will result in more money for them for short term, or continue to sell “digitally,” the likely long-term future of the industry.

Metrics are shifting away from direct, micro-metrics, such as clicks and views, observes D’Asaro. He sees a shift to top-level metrics — brand and campaign awareness, brand favorability, purchase intent, and, at a macro level, product purchased. He is concerned about last click attribution, seeing the need for greater awareness of the entire process.