The ANA held its inaugural “TV & Everything Video Forum” on February 28th in NYC. This loaded topic drew the largest audience the ANA has seen at any of forum to-date. Leading advertisers, agencies, content producers, research organizations and media sales organizations converged to review the paradigm shift taking place in the industry.ANA President and CEO Bob Liodice kicked off the day by talking about television as the dominant media for brand building. He also noted the declining effectiveness of the thirty second spot.
“Advertisers are looking at marketing accountability and integrated marketing communications platforms in their overall marketing plans. Those plans are being closely scrutinized and challenged at the C-suite which is demonstrated by the median 23 months that CMOs’ are averaging in their positions,” said Liodice. Clearly there is intense pressure on both advertisers and their agencies in evaluating the effectiveness of their marketing plans to reach the desired consumers.
The “10 Issues in 50 Minutes” panel moderated by Jonah Bloom, editor of Advertising Age, addressed the effectiveness issue. Donna Speciale, MediaVest president of video, investment and activation, noted that her clients’ media plans are shifting to a holistic view of video and reaching the consumer at all distribution points. In regards to TV ratings, strides were made in 2007 with the introduction of the Nielsen C3 ratings.
Speciale said, “C3 ratings showed that people were not watching commercials as we had thought.” The next step in bringing more granular information to planners will be when the “pod” ratings are introduced. The majority of attendees at the forum collectively felt that pod ratings, which are brand specific and are currently available in Europe, will be introduced in the U.S. within 3 years.
Karen Crawford, director, media advertising & relationship marketing at Nestle USA, said she is looking at the total consumer experience across all media. Whatever avenues get consumers talking about brands is key to her. DVR penetration, audience fragmentation, and increasing media costs demand that media companies be evaluated based on accountability and that ads are indeed viewed as reported by the research companies. She said that pod ratings had to be introduced in the near future to let advertisers know their media budgets are being spent wisely.
With respect to how the research companies are reporting broadband video audience data panel members agreed that the reported data is not consistent across the different services and that needs to change. TV and the Internet offer a powerful video advertising combination to reach audiences and more accurate measurement is needed for both media.
SportsBusiness Journal Staff Writer John Ourand, moderated the “Sports-The Challenges and Opportunities” panel. Live sports continue to be one of the few TV programming areas that is not DVR time-shifted. The ratings for the major sports leagues have been pretty consistent over the past decade and the advertiser demand in 2007 was very strong.
ESPN and ABC Sports Customer Marketing and Sales President Ed Erhardt stated that his programming is available across all three screens so consumers can access when they want to and on whatever devise they are using.
General Motors Executive Director, Advertising and Media Operations Betsy Lazar said that ESPN is one of the best networks in providing cross-media applications. She is a big digital video buyer who likes to test early, test often and grow the positive results that she finds in this media.
CBS Executive VP of Sports Sales and Marketing John Bogusz noted there is still a lack of inventory for the cross-media buys that he offers buyers. Bogusz said, “We will have around $500 million in TV advertising versus $22 million with online advertising for the NCAA March Madness.”
Johnson & Johnson VP-Worldwide Media Kim Kadlec gave the afternoon keynote. She asked the audience, “Who has the best insight into how consumers think: advertisers or the media?” She thinks that the networks know more about the consumer than the marketers and implored the networks to share that data. She uses the 360 model for all of her brands.
Kadlec said, “The Internet is the sweet spot and in 3 to 5 years Internet spending will exceed TV.” All media should do their best to share as many case studies as possible with advertisers so the best media plans can be implemented.
Forrester Research VP, Principal Analyst James McQuivey presented “The Future of Television Advertising”, based on a joint ANA/Forrester Research survey. National advertisers were asked about their attitudes towards TV advertising and the future impact of how new video distribution platforms will affect their TV advertising budgets.
McQuivey said, “The Web is giving advertisers what you want and you understand it: measurement, accountability and targeting. Budgets will move out of TV and the number one medium to get those budgets is the Internet.”
Mark Kaline, Ford Motor Company’s global media manager and chairperson of the ANA’s TV Advertising Committee coordinated this inaugural event. Other presentations included:
• Tony Ponturo, Anheuser-Busch VP of global media and sports marketing and president and CEO of Busch Media Group said, “Today’s consumers are elusive and tough to reach with advertising. A-B uses cross-media to effectively reach them.”
• ANA Chairman and Liberty Mutual Group SVP of Communications Steve Sullivan said, “…accountability is the holy grail. Advertisers’ need it from the media, and CEOs needs it from their CMOs.”
• TVB President Christopher Rohrs, NAB CEO David Rehr and Hearst-Argyle Television CEO David Barrett addressed “The Digital Transition” for analog broadcast television that takes effect February 17, 2009.
• Microsoft Corporate VP of Global Marketing Jeff Bell presented “Gaming- Consumer Insights and Lessons for Advertisers” which clearly showed that millions of consumers of all ages are online and offline playing games.
• The Convex Group Founder Jeff Arnold spoke about integrated cross-media platforms and their effectiveness.
All of the presentations were very good and addressed the future of video. I am sure next years event will be even larger than and as insightful as this year. See you there.