Thursday's Keynotes

Thursday morning begins with fulfilling and traditional english breakfast. It included eggs, beans and sausages. The queue for breakfast at 8 am was about 10 metres long. This wasn't the first line that we've been on this short trip to England.

Twitter seems to be regarded as the official communication channel and can be accessed via the hash tag #sme09. Particularly Twitter seems to be a very common communication channel in and from seminars and conferences.

The Online Video Experience
Keynote Speaker:
Dr. William Cooper, Founder and Chief Executive, InformITV

The first keynote, "The Online Video Experience" was presented by William Cooper from InformITV and focused on online video development generally.
Obviously, as broadband connections get ever wider adoption, online video has been able to form a serious extension or even alternative to traditional broadcast tv in spite of still mostly lower general quality and reliability. But the added technical possibilities around networking and interactivity have been able to make online video what Mr. Cooper calls a disruptive media, that though inferior in the beginning is finally able to take over a lot of traditional space.
Cooper predics that the development in the next 5 years will go towards online video fully spreading from the computer screen to the living room's TV-sets as well as the integration of traditional tv and online video in our entertainment units.

Cooper sees the protective behaviour of traditional broadcasters and the very nationally oriented rights model as the biggest slowing factors for online video growth. I agree entirely that we are at a point where many technical problems have been solved, now we have to tear down some limitations regarding the availability of content.

One thought especially regarding content production in Finland: Think about how many households you can access when producing for traditional 500 million homes

This presentation focused on online video development generally. Keynote speaker looked forward to the next developements in the delivery of digital media over the internet.




YouTube.com has 1 billion views a day, 40 million views an hour and 20 hours of content uploaded every minute, mainly professionally produced content. It has become
a really substitute for television. Global broadband video distribution is the main target for development at the moment. The question is whether internet distibuted video content should be used via desktop computers or television devices. New devices exist such as IPTV set top boxes and Apple TV device. Widgets will enrich the content of future television, will this finally lead into interactive television which supposed to come already in Digital Television tehnology (such as DVB-T/C/H). Quality of service (QoS) is required more and more; this requirement has created technologies such as adaptive streaming, which seems to be the hottest topic at the moment. This might be one of the emerging technologies for integrating On-line services & content to the living room TVs.

In a time of Digital era there are many opposite trends compared to the Analogue era. Many of us claims to be in the time of digital era but follows the analogue era trends. They´re just replaced some physical devices - not thoughts and methods...

Analogue era Digital era
===========================================
closed networks open networks
broadcast multicast, unicast
transmission routing
fixed frequences shared cloud
film, tape streams, files
signals packets
scheduled on-demand
push pull
channels programmes, clips
schedule search
sequence selection
mass media unique users
interruptive advertising addressable advertising

Hello teachers: Which terminology list you use in your daily job...?

Video Advertising: Setting Standards for Success
Keynote speaker:
Guy Phillipson, CEO, Internet Advertising Bureau (IAB)
Jack Wallington, also from IAB

Guy Phillipson from the Internet Advertising Bureau continued the lookout on the state of the video industry today with focussing on the online video advertising market in his keynote "Video Advertising: Settings Standards for Success". Even thought the online video advertising only holds a tiny piece of the video advertising market, it is the most heavily growing segment. Phillipson cited numbers like 195% growth for preroll video ad spending volume year-to-year in 2009.



H1/2009 online is the only medium showing growth with +4% in UK. Majority of broadband services are now above 2M (compared to Finland where 1M will be 'proofed service level' in 2010...)
Online spend has overtaken TV in UK. There are currently 23,5 % On-line share and 21,9 % on TV share. UK is the first ever land where that has happened.

Mr. Phillipson had prepared for a video demo, which didn't work at all. How surprising here;)

Good places for online video advertising help, support and discussions:
-> iabuk.net/video
-> iabvideo.com

For Internet advertisement there exists already some Standard 'Formats' and more (technical) to come!
- Pre/mid/post-roll
- Interactive
- Interactive branded skins (depending on content used)
- In-stream overlay
- Branded content

Bad practice:
- lack of frequency capping
- not considering lenght
- not adapting for online (optimized for)
- allowing online to be pushed aside

Case Benjamin Button: VoD campaign contributed to significant rise for a Benjamin Button release which caused Warner Bros to choose VoD campaign for all coming movie launches.

(To be) online is the king of the consumer respond.

Summary:
- total online ad spend has overtaken TV
- pre-roll ads up 195% YOY
- IAB setting standards for video