by Katrina Diamond

What does next generation advertising look like? 

We are in the midst of entrenchment, similar to what the music business was going through in ’98 with the creation of Napster. 

Advertising hasn’t changed, but everything else has. 

Advanced Advertising was produced in partnership with ITA.

Panelists:

Katy Bachman (KB), Adweek

Scott Brown (SB), Nielsen

Allison Dollar (AD), ITV Alliance

Oren Katzeff (OK), Demand Media Entertainment

Ashley Swartz (AS), Digitas 

Literally the morning the session took place, there was a big announcement that potentially changes measurability of advertising the Web. For the first time, online Gross Rating Points, or GRPs based on audience demographics, rather than clicks or impressions are being used as the basis for advertiser guarantees on the Web. AOL Becomes First Major Publisher to Offer GRP Guarantee for Online Video, Mirrors TV Buying Model.

Collaboration is a must. E.g. New Cracked.com program: anytime content is viral, meaning the page views/visits and social aspects skyrocket, there will be a flip-it switch for advertising. The second something goes big on Facebook, there will be an opportunity to coincide your relevant brand with that content. 

We’d rather have 10 million relationships than 10 million eyeballs, Allison Dollar explained what her client, Kraft, wanted. In the future, she explained it will come down to predictive behavior and taking the interactive experience with you, out of your living room.  

Digital watermarking is going to be key so people can track the success rates of online content. Also there are now databases to track advertising that attaches to the workflow. 

3 types of media:

* Paid 

* Owned

* Earned 

To drive value up, we’re making it less accountable with these new software platforms that slow down the turnaround. After all, the biggest value of online advertising in the first place is real-time results. (AS)

Nobody will ever go to your website to look at an ad. 

How do you integrate the content to make it fun & entertaining (and still smart for advertisers?)

E.g. Pepsi as a client: Talent on Cracked.com was featured as Pepsi talent promoting the dream machine. 

Whether you are working with an agency or the brand itself, you should be able to do this with all advertising. The folks who figure out how to blend viral with advertising are the ones who are going to thrive moving forward. 

E.g. White Castle as another client: Cracked.com created original video content surrounding the brand to promote the brand itself. This type of brand nurturing does take more time, but more valuable.  

When an online video campaign accompanies a TV campaign, it’s far more successful than by itself. Purchasing power is greater in social environments. 

The problem we are seeing now for brands as advertisers is that it’s expensive and not scalable. (AS) Nielsen rolling out SecondScreen, the new Ad Platform for the two-screen future of television viewing, commonly referred to the second screen. The platform attempts to alleviate some of the monitoring headache with its encoding and tracking software, but it’s still scratching the surface. (AS)

Everyone seems to agree that we value metrics very differently (a television viewer vs. a mobile viewer vs. a tablet viewer); however, nobody can figure out how exactly to cohesively define these metric values and how they relate to (and affect) each other. For example, Family Guy is one of the only television shows in the top 25 fan pages on Facebook. But what does that mean? 

Digital used to be a throw in, value-add since there hasn’t been any standard as the market matures the difference between traditional P&Ls and new nontraditional P&Ls is crazy. Planning is still not holistic or strategic as it needs to be. 

How are brands measuring success now?How do you quantify a like on Facebook? 

Some predict brands will have to revert back to soft metrics. 

This was the year mobile revenue started finally being realized across the board (Mobile revenue jumped 700% for Cracked.com this past year). 

But we are still trying to figure out it fits into advertising. Commercial time for television is mobile primetime, but the sequence of media is still important. Is the mobile ad right after the commercial break then less valuable? Probably but if so, by how much? 

The locust of control has flipped, so naturally, it is chaotic right now. Advertisers need to be nimble and think in real-time if not, the potential will never be realized.