Home' Local Media Today : September 2015 Contents September 2015 | LOCAL MEDIA TODAY | 7
ast month’s ‘Fast Forward: Video
Summit’ in Chicago brought to-
gether 78 of the most progressive
executives from newspapers, TV stations,
directories, pure plays and more to partici-
pate in the chock full two-day program.
Co-presented by LMA, Borrell Associ-
ates and the Local Search Association, the
diverse topics all underscored the compel-
ling reasons that local media companies
should be pushing hard on their video ini-
tiatives. Participants expereinced notewor-
thy case studies, forecasts, best business
categories for prospecting, production tips,
how to boost viewability, complying with
IAB/AAA standards, and much more.
“We believe that a strategy and invest-
ment is required now when it comes to
video,” said Nancy Lane in a blog written
mid-way through the summit. “Don't be
Mark McMaster, head of Global Brand
Activation at Google/YouTube, delivered
a fascinating keynote and Nancy Lane
summarized the top 10 takeaways from his
1. Real estate, automotive, food & din-
ing, home repair, health & wellness and
sports & leisure are the top categories on
YouTube. Huge amounts of watch time!
2. There are millions of “how-to” videos
on YouTube – this represents a tremendous
opportunity for local media companies to
work with local SMBs.
3. 45% of males 18-34 will visit YouTube
TODAY (more than watched the Super
4. 18-34 year olds watch an average of
142 videos per month on YouTube.
5. These 18-34 year olds spend 9.8 hours
per month on YouTube.
6. And their average watch time is 4.1
7. We are in the participation age – users
are driving content!
8. YouTube can offer precise targeting –
for example, people looking to buy a car.
9. SMBs must think like a content cre-
ator when creating video. But this is outside
of their comfort level. Local media compa-
nies can help them in a big way.
10. Create – collaborate – curate: best
strategy when producing video on YouTube
From the moment the conference start-
ed, Twitter erupted with tons of insights
and useful article links. Well worth the read,
check them out at #FFVideo15. Addition-
ally, most of the presentations from the
Summit are available for viewing on LMA’s
website at www.localmedia.org/Events.
Move Now on Video Ads
Mark McMaster, head of Global Brand Activation at Google/YouTube, delivering his high
impact keynote on Maximizing the Impact of Video Across All Platforms.
Director, Strategic Media
Sales & Marketing
LNP Media Groupa
Lance C. Lambert
Director of Digital
Digital First Media
Ad Taxi | The Denver Post
Some of my top takeaways:
1. You Tube's take on what is quality video. Letting us know that
we need to take the approach of telling a story.
2. The extensive amount of statistics around overall category
growth and revenue potential (from multiple sources).
3. The insight around 2 out of 3 broadcast 'TV' advertisers
shifting dollars to digital over the next year.
Overall it was an excellent event with a great combination of
insight from several different angles.
Some of my key takeaways:
n From the golden age of broadcast to the information age, we’ve
now launched into what might be considered the participation age
- anyone can engage.
n Projection: by 2018, digital video will be as big as or bigger than
n Video is a powerful medium with many possibilities: local media
via OTT; strengthening SMB brands
I think a lot of people have a limited view of video, simply as
pre-roll and TV ads that are picked up and played on their websites.
Rather, video will likely, over time, replace the printed word as the
preferred means for the delivering information and entertainment
on mobile devices. Though investing in video now is not going to
help your 4th quarter, it is the equivalent, I think, of investing in a
printing press 100 years ago. You either want to deliver content in
the manner people want to consume it or you don’t.
Gordon Borrell said that although this year only 12% of SMBs
are planning on buying video ads, by 2018, local advertisers will
spend as much on streaming video advertising as they will on local
TV spots. There’s a great opportunity there since most newspaper
companies have the most visited websites in their markets. But
you can’t wait until 2017 to start building out your video strategy.
Another slide presented by Dan Raffe from Centro showed that
THIS year, more than 2 out of 3 advertisers will shift TV budgets to
As we look at the future, we need to cobble together new
revenue streams to supplement print revenue: digital services
products net revenue certainly will not get us there. Sponsored
content, Video, and events are potential meaningful revenue
streams and I think media companies, specifically newspaper
publishers need to put emphasis on them as well as other areas.
"You can’t wait until 2017 to start building out your video strategy."
Links Archive August 2015 October 2015 Navigation Previous Page Next Page