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I attended my first seminar at The Hospital in Covent Garden, organised by Figaro Digital. Figaro are newish, set up in May 08 They publish a quarterly magazine, Figaro Digital. I was impressed. One of the great things about the digital sector is the collaborative approach amongst companies. Figaro demonstrate this very well, offering these seminars free of charge, while they build up their customer base and partnerships.

Their speakers included Matt Hunt UK MD of Adconion,, They are a global online ad sales network. Evolving to capitalise on the opportunity their technical expertise and reach provides in content serving/distribution/syndication for publishers, to secure rev and market share in the online video advertising market as it develops, as well as selling/serving online advertising. I realised afterwards that I briefly crossed career paths with Keith Kaplan their President of North America, at Interactive Search Holdings. Small digital world! They work with Joost, who are pioneers in the online video content space.

Ad networks/serving businesses have been successful in securing a large share of the online advertising display market to date, and some notable examples have been acquired by Google (Doubleclick), Microsoft (aQuantive) and Orange (Unanimis) and there is every reason to expect that ad networks will be successful in video online given their expertise and drive, but I think they will be given a run for their money by the established TV networks and TV Buyers on their home turf.

Francis Turner of .Fox Networks, forecasted £65m this year for the UK Video Online ad market (In stream). However, put that in perspective with the total UK online ad market at £3.54b in 2009 and within that online UK display at £709.3m (IAB/PWC), and GroupM’s latest Jun 10 UK TV Advertising forecast for 2010 at £3.329b, there is an exciting journey ahead. As an aside, I noted recently a headline that Forrester is predicting video will be the fastest growing interactive advertising format in Europe over the next five years, with advertisers spending more than €1bn (£860m) on the medium.

Toby Crisp of comScore Inc presented an interesting overview of the UK online video market. YouTube dominate with 49% of audience share, over the remaining 51% distributed over a long tail after Facebook, BBC, ITV, BSkyB who are all making good progress. I asked Toby how he thought this might change over the next few years. His personal comments were that it depends on YouTube’s further success in developing distribution/rev share with content providers like UK Broadcaster Channel 4, etc, versus how aggregators/distributors (Adconion aim to be amongst them) and broadcasters develop their video online interests. The average length of video viewed online is now 5.1 minutes, which incidentally is the IAB’s definition of long form video, so it’s not just about user generated content anymore. Only 5% of mobile users view video online, but 14% of smart phone owners, a very lucrative and targetable audience of predominantly higher earners aged 24-34. 38% of all time spent online is now spent watching video content. Strong points for online video are convenience of how you view (easy to stop/start/pause) when (time flexible) and where (multiple or mobile locations). TV still wins out though in terms of pleasure of the viewing experience in both vision and sound on the big screen.

Both Robert Black of EyeWonder and Steve Doyle of InSkin Media presented their very innovative ad formats.The former has been bought by Lime Light, a large content service provider, and I expect that more of these businesses will be consolidated higher up the online video revenue chain over the next few years. Robert Black also chairs IAB’s online video committee, and has been championing audience research work (VAST –open source so able to work Agency/Broadcaster/Advertiser research) which originated from the IAB USA. I sold TV for several years earlier in my career, I know all about the power of sight, sound, motion, and subliminal messages for brands. Steve Doyle of InSkin summarised that online video offers all of these, together with long dwell times, interaction, positive engagement and brand metrics as well, a feast of opportunity, and great news for advertisers wanting to find out more about ROI.

Charlie Grive, MD of Brandcast Media, a versatile production business that has grasped online developments across the board presented his work and credentials. His innovative work with professional communities like Oncologists is inspiring.

I met some great people during drinks after (sponsored by, recruiters for digital - thanks). It was interesting for me to consider updated views of a sector that I know well. Well done Figaro, look forward to the next one! 21st Century Growth Ad Monsters adconion Agillic amazon AOL apps aQuantive BallouPR BBC Online behavioural science Bladerston Capital blog-ola Bloggers blogosphere Bootlaw Brainient Brandcast Media BSkyB Channel 4 Charlotte Street Hotel Ciklum City Am Claire Paterson COADEC Codility CognitiveMatch com comscore inc Comufy Cowboy Ventures customers David Cameron digital Digital London digital marketing digital revolution bubble Doubleclick e-commerce Eagle Eye Ebay Email Eric Schmidt Erply EU cookie legislation Eyewonder Facebook FaceBook FCC Figaro Flattr Forrester FT Games General Motors generator global economic crisis Google Google+ Group M Professor Hargreaves Hulu i-level IAB IBC IBM SmartCamp independent Innovation Warehouse InSkin Media Inspire Conference IP ITV kinetise Launch 48 location targeting technology Luca Media martin sorrell MashUP* Microsoft Mind Candy MoshiMonsters Multiple channels Naked Play Neo@Ogilvy Netflix Now For The Long Term Ogilvy online danger online sales Online T's & C's online video Oodle OpenX Orange Oxford Martin Commission for Future Generations Parag Khanna PatientKnowsBest people Policy Exchange; smart cities ; GLA; Catapault; Bristol Futures; UK Broadband: Camden Council; Bartlett Centre for Advanced Spatial Analysis Postmates process Propel London Proximity London PWC recession revenue Rory Sutherland Seedcamp Shuttle Sky SkyPlus social marketing ROI social marketing systems social media Social networks Soundcloud Spotify Start Ups Stephen Shakespeare Stradbroke Advisors Sunday Times Tech Hub TechCity Techcrunch techcrunch Tess Alps The Europa awards ThinkBox Timesonline TV Genius Tweets Twitter Uber UCL; Sharing Economy; Love Home Swap; unknown unknowns;;; UK Trade & Industry Unanimis Unicorn Club User behaviour VAST web security Webinar White Bear Yard wordpress WPP Yieldex YouTube Zeebox Zonerider