By: Videyah! | Saturday, April 14th 2012
Ogilvy's Rob Davis: Standards Needed for Premium Video Content
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| 2012 is the year of online and mobile video. |
IAB released a new set of standards
for video this week, including skippable ads. According to Rob Davis, Executive
Director Advanced Video Practice at Ogilvy, Skippable ads create a challenge
for creators to make ads interesting enough within the first 3s. And interesting is not enough. One has to reveal some story up front to grab attention and to make sure
the viewer doesn’t skip ads.
Standards for what constitutes
premiums content are also needed. What is premium content? There are 3
different trains of thoughts:
- Professional, scripted content
- Professional or UCG content that is important to the target audience.
- Developed for the web, professional production with specific audience in mind.
2012 is the year of online and mobile
video. The industry is in need for standards to make purchasing of ads easier
if Online wants to compete with TV ad buying.
Watch the interview here.
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