Interpublic Media's Stacy Lynn Koerner leads a panel discussion on the most successful collaborative opportunities and video ad best practices.

Stacy Lynn Koerner, president, consumer experience practice, Interpublic Media, led Tuesday morning's panel presentation, "Video Ad Models and Economics."

Koerner, along with panelists Lori Schwartz, VP, director of emerging media, Interpublic Emerging Media Lab, Tom Morgan, co-founder and chief development officer, BlackArrow and Jeff Minsky, director of emerging media platforms, U.S. OMD Digital, discussed the most successful collaborative opportunities and video ad best practices.

Koerner opened the panel with a presentation of a gift advisor campaign her company, Interpublic Media, and Brand New World created. Koerner went through the online gift advisor and how it accessed an emerging media database such as video.

Addressing the concept of emerging media, Koerner talked about how major TV and film studios such as NBC Universal are looking toward the web and mobile phones as distribution channels. 

"Wireless applications, according to recent studies, are the next big thing. And most of the TV vendors are going to be ramping up. This is what's happening in the next months," said Koerner.

Koerner then introduced Lori Schwartz, Tom Morgan and Jeff Minsky to the stage.

"Let's start off with the March Madness On Demand (MMOD)," said Koerner to her panelists. "Once the dust settles, what will we learn from it?"

Minsky said that fact that MMOD was able to be streamed on two platforms at same time was great and that it established a landmark.

"We should applaud the effort and progress. But it's still just a step in the process," said Minsky.

Schwartz responded that the younger generation is up and coming but not paying attention to TV. She described an experience of wanting to see a certain video clip from the Olympic Games but was not able to readily locate it online and was "soured a bit by the experience."

Minsky added that CBS might have missed an opportunity by not cross-promoting the MMOD on the TV side. He said that marketers should figure out a way to cross message these online video campaigns more.

A longer life in the online environment would be another incentive for the consumer to return to the MMOD site, suggested Schwartz. "If there were more content on the site, maybe users would keep visiting the site the next day," said Schwartz.

The discussion, guided by Koerner, then turned to long form online video content and how marketing should approach it.

"The challenge for the long form content is establishing a long term campaign," said Minsky. "The point is that long form content is out there and growing but clients haven't though about the strategies. Where do I create this content? Where does it go?" Minsky said his fears are that "one-off" campaigns would be created and then left.

Morgan, echoing Minsky's thoughts on the fleeting impact of "one-off" campaigns, said, "We need to keep it up to date and engaging" with the consumers instead of just quick campaigns that disappear as soon as they appear.

"There is reach and frequency. How do we engage the consumer in the long form? Short form [online video] makes sense but long form? We need to get that recurring audience," Morgan said.

Schwartz picked up this topic and stated that one of the challenges is "that clients are coming to us down the pipe when we can't have these discussions" about long form online video ad placement. Schwartz said it's important to first get these clients to "jump aboard early" and get them thinking more about long form video content in the beginning.

Koerner shifted the conversation towards consumer generated video content and asked about its impact on marketing.

Minsky said that now "Anybody can make and upload their videos." He said that YouTube.com is only the first and there will be more consumer generated video upload sites. "As the PC and TV become more connected, the supply of content and economics will become very interesting in this environment."

Word of mouth was the next topic. "What is the response from marketers on word of mouth? And are advertisers fearful?" Koerner asked her panelists.

"There is a huge educational side to word of mouth. Agencies need to work together and take a wholistic approach," said Schwartz.

Minsky agreed with Schwartz's comment and said, "The concept now with advertising in is becoming less of a lecture but more a conversation" between marketer and consumer.

"Consumers don't hate advertising," added Morgan. They just hate the way it is introduced to them in TV."

Morgan said that the "consumer now has veto power. They can stop watching. They have control. We have to look for new points of engagement to drive the audience to the campaign."

Elaborating on Morgan's comment about engaging the consumer, Koerner asked, "Is that more difficult these days because there are so many different ways of getting media in the home." She gave the example of numerous channels, sometimes hundreds, of cable channels in the home.

Minsky said, "Good creative will engage consumers and will drive them there."

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