ICMA Day 1: Video Panel
The first session in the afternoon of Day 1 at the ICMA General Meeting was a panel on video, which is clearly a hot item for the publishing world. More so, marrying video with mobile.
In this session moderated by Peter Zollman, each of the panel members had a chance to discuss their business as it pertains to video, as well as their observations on video and the publishing industry.
Key observations by panelist:Anupam Gupta, President and CEO, Mixpo
- Advertisers need to know that video can provide results
- Advertisers most desire actionable video
- 55% of consumers who watch video online, then engage in the call to action desired by the advertiser (Kelsey Group)
- As publishers, you must always be prepared to show advertisers viable statistics, surrounding their online video campaign
Alfredo Escolar, CEO, Evisos.com
- Also started a video classified site call Vaclip. He now syndicates ads placed on Evisos to Vaclip and YouTube
- Video is a great source of entertainment and a great way to engage audiences
- Vaclip and Evisos are two aesthetically pleasing sites, with great navigation – BTW
Frank Lucero, President, AdFare
- Video is affordable and can be as simple as dynamic text, still images and a voice over
- Video can be produced with a text ad or video ad. Many video vendors have stock footage that can be married with a customer’s business message
- For any publisher looking to get started with video there are a few things you need to ask:
- Are you going to produce it yourself?
- Are you planning to outsource video production?
- Find the appropriate vendor that understands your vision and can position you for the next step.
- Video often sells better when packaged with other products that the publisher offers
- AdFare is now collaborating with Gumiyo for their video to mobile product
