We attended the IAB Digital Video show on Monday and were impressed with most of the content. While the show was used to promote the IAB’s new format guidelines, which were released Monday, it also presented a range of programs that illuminated a “From Three Screens To Mainstream” theme. The theme is right on target for video advertising, which is rapidly moving from screen to screen. After playing on TV for about 50 years, it adapted to the computer screen. And now it’s moving to the mobile screen, which is seeing some exciting creative executions, some of which were presented at the show.
As far as TV goes, the drive to play content online is moving ahead rapidly. It seems as soon as we report on one venture, another one pops up. Last week, Warner Bros. announced two sites, TheWB.com and KidsWB.com that will play a variety of TV content, with TheWB playing old favorite shows and new ones created for the web. The new ones will play short three to five minute episodes, the popular playing time for Internet content. Product integration advertising will be used.
A video ad from Microsoft’s new branding campaign, “On My Way,” is our iSPOT of the Week. The campaign plays in Europe and Australia but not in the U.S. so this is your BIG opportunity to check out the work.
We had the opportunity to speak with Tom Carroll, president/CEO of TBWA Worldwide, who discusses the rise of digital advertising, including digital video, in this week’s iChat.
Let us know about the important news from your companies.
Ken Liebeskind, iSPOT Senior Editor, kliebeskind@shootonline.com, 203-227-1699, ext.17 www.shootonline.com/go/ispot