Many experts have said 2009 will be year of online video. Everyone is obsessed with it, but for many brands, online video simply doesn't work. Is it because they can't find enough premium inventory against which to target their premium creative. What does the online video future hold for your brand? iMedia's NEW Marketing Interventions: Not a normal breakout, not a completed case study, not another set of PowerPoint presentations, in iMedia's new "Marketing Interventions" we bring concrete marketing problems together with solutions. Each Intervention features brand judges onstage and a specific problem that "interventionists" pitch to solve, followed by a rough-and-tumble discussion among judges, interventionists and the audience.

Interventionists:
Danny Fishman, President, BBE
Randy Kilgore, CRO, Tremor Media

Judges:
Jerry Courtney, Group Manager, Corporate Multi-Media, Target
Kevin Doohan, Director, Digital Marketing, Red Bull

Moderator:
Mark Naples, Managing Partner, WIT Strategy

Mistaken Marketing Belief: Sure, online video is a nifty new part of the marketing mix. As more and more videos come online, there are more and more opportunities for companies to associate their brands with that video. Beyond short spots, brands can create long-form content inexpensively and get universal and free distribution online, with an additional boost through paid media to drive eyeballs. However, no matter how terrific the creative, online video will never have the emotional impact and pure branding capability of a 30-second spot. Moreover, even though the TV audience is fragmenting, online video still doesn't have the scale it needs to compete head-to-head with TV – at least not with the quality inventory blue chip brands need to advertise against. Right?

Wrong! In this hour-long marketing intervention, we'll bring marketers and online video specialists together to wrestle with these issues in an "American Idol" style session.

Two video specialty companies will each get 10 minutes to pitch a panel of marketers – and the iMedia audience – on how National Savings should spend that new online video budget, wrestling with issues that include:

• Is online video right for branding?
• Pre-roll and its alternatives
• The inventory dilemma: where to find it and how to use it?
• How brands can engage with online video without annoying viewers
• What sorts of brands are right for branded entertainment? What skills are needed to make it happen?
• How does product placement work with online video?

Our point of departure is a fictional case study, but our journey will take us deeper and wider – across different industry verticals, marketing objectives, and budgets.

Case study: National Savings Bank. Based in Charlotte but with 16,251 branches across the country, National Savings plans to divert some of its traditional television spend into online video as part of a switcher campaign that includes print, radio, outdoor, and two Super Bowl spots. Originally, the bank had planned to run three Super Bowl spots, but the new National Savings' CMO has chosen to divert the three million dollars from one of those spots to an online video to extend the reach and engagement of the campaign.

The attached PPT presentation is the interventionists proposal.

GET THE PRESENTATION

• [Presentation] Download it now

Presenter: Danny Fishman, President, BBE; Randy Kilgore, CRO, Tremor Media

Format: PPT