The multiple-roundtable format allowed delegates to choose from among as many as 10 different topics including programmatic video, programmatic selling, data, transparency, viewability, mobile video, the multi-screen experience, digital inventory and measurement. SpotXchange, TubeMogul and Campaign Asia-Pacific organised the event.
Consumers are increasingly spending more time watching video content over the web or on mobile devices, and brand advertising dollars are heading their way. Katherine Chaplin, account manager, Double Click, digital marketing said brands in the region have been slow on the uptake as they fear online video could cannibalise offline efforts.
Kevin Tan, co-founder and CEO of Eyeota, moderated a session on the usage of data to drive better performance. Tan’s discussion centred on first- and third-party data, the pricing of third-party data and campaign effectiveness. Tan said different definitions of what data is has caused confusion in the industry
Ben Yun, VP for SEA business development at Movideo, conducted a discussion on the video ad opportunity. Millions of dollars of video advertising spend is on the line this time of the year as corporate advertisers review their digital and TV spend for the year ahead. Programmatic video has a great opportunity to complement television and grow its share of the brand dollar pie. Yun said the players in the market should focus on what the consumer wants. This means fewer, more targeted advertisements. “This market still doesn’t deliver what consumers want,” he said.
Phu Truong, Southeast Asia MD for TubeMogul, led a session on digital video campaign measurement. Marketers have long preferred to spend money on traditional channels that they can accurately measure. The proliferation of new software tools in the programmatic arena promises better data and powerful reporting tools. Truong’s sessions raised the question of whether agencies are looking at the right metrics such as click-through rates, viewability and completion rates. Panelists agreed that the key challenge was that media is bought by one group and created by another, and the two have different sets of objectives. The participants hoped that in time things will get better as TV gets more IP connected.