Interpublic Media's Stacey Lynn Koerner chats with industry experts on the benefits of video advertising.

Video advertising enables a richer, more emotive connection between brands and consumers. Of all types of internet advertising, video seems to have the greatest potential to blend several marketing elements: branding, entertainment, viral, consumer-generated media, behavioral targeting and more.

In June 2005, more than 94 million people in the United States, or 56 percent of the domestic internet population, viewed a streaming video online, according to comScore Media Metrix. Over the three months ending June 2005, the average consumer viewed 73 minutes of streaming video content per month. comScore's study also found that male users, who represent 50 percent of the total online population, account for 61 percent of all video streamers. The 18- to 34-year-old male segment, which has proven difficult to reach through other media, views a significantly greater 84 minutes of online video content per viewer.

In today's presentation, video experts will lead a discussion about the most successful collaborative opportunities and best practices.

They will answer the following questions:

• How can advertisers capitalize on the growing consumer engagement with online video technology?
• Where is the future of video on demand and enhanced video headed? What's possible?
• What kinds of business models are performing best?
• What kind of results are video campaigns driving?
• How can video vendors and agencies best work together?

Speaker Bios:
As director of Emerging Media, Lori Schwartz provides consultation and solution recommendations for the latest in broadband, wireless and emerging media solutions for the U.S. client base of McCann WorldGroup, including Sony, Microsoft, GM and Avery Dennison. She serves as director of the Interpublic Emerging Media Lab, a unique center for marketing innovation, where clients and agency personnel can explore cutting-edge technology solutions. She has produced a number of broadband solutions for General Motors, Reebok, Nautica and Park Place Entertainment, as well as enhanced television-marketing solutions for Sony Pictures.

Tom Morgan is co-founder and chief development officer of BlackArrow, an enhanced advertising management services company focused on DVR- and VOD-based television advertising. Morgan is also co-founder of the DiMA Group, which is currently managing a cross industry initiative called the Innovation in Digital Advertising (ID!A) Project that explores the development of new business practices in the world of DVR- and VOD-based television. The DiMA Group also operates AdLab, a 17 member consumer research project investigating consumer response to new forms of On-Demand TV ads. Morgan is a 24-year veteran of the world of interactive services.

Jeff Minsky, the OMD director of emerging technologies, has over 13 years of media planning in print, television, radio, newspaper and out-of-home media. Early in his career, he was with DeWitt Media (now Optimedia) and was awarded a 1994 Gold Effie for his contribution to the MasterCard "Smart Money" campaign. Minsky was honored with Mediaweek's 1996 "Best Use of New Media" for using guerrilla marketing techniques and roadblocking competitive keywords on search engines for IBM.

Stacey Lynn Koerner is president of Interpublic Media's fully dedicated consumer experience practice, which advises marketers on how to effectively connect with consumers in the evolving media landscape. Housed within Interpublic Media, which oversees Interpublic's worldwide media operations, the practice conducts proprietary research across the wide array of business sectors that reflect Interpublic's client roster. Working closely with Initiative and Universal McCann, the unit helps marketers understand the essence of the consumer experience in three distinct areas -- brands, media technologies and content -- to drive more effective communication strategies.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Stacey Lynn Koerner, President, Consumer Experience Practice, Interpublic Media; Lori Schwartz, Vice President, Director of Emerging Media, Interpublic Emerging Media Lab; Tom Morgan, Co-Founder and Chief Development Officer, BlackArrow; Jeff Minsky, Dire

Format: 45:58, 31.5 MB, MP3