Press Releases4/22/08
LOS ANGELES, Calif. Apr. 22, 2008 — Break Media, the Internet's premier entertainment community for men, today announced the formation of an Online Video Advertising ROI Council. The council includes industry-leading brands, agencies and technology vendors which have joined forces with Break Media to analyze and determine online video advertising effectiveness and better understand the challenges in measuring ROI for the online video medium. Current council members include Break Media, Ogilvy One, truTV, National Geographic Channel, AT&T, eMarketer, Panache, Lotame, Visible Measures, Horizon Media, and Initiative Media. Break Media will initiate quarterly in-person meetings with council members. "Marketers are increasingly challenged to demonstrate results from their advertising dollars, and particularly so as it relates to their online spending" said Keith Richman, CEO, Break Media. "We are excited to take a leadership position in providing a forum where innovative research, critical thinking, and demonstrations of online video advertising effectiveness can be presented, discussed, and assessed." According to Millward Brown's recent report, online awareness and ad recall is significantly better than television and DVR. The Internet also now rivals television as the primary destination for content consumption. Sixty percent of consumers are online one to four hours a day, compared with sixty six percent of consumers who watch television for the same length of time . However, despite this change in consumption habits, when it comes to the digital world, advertisers are still somewhat reluctant to move dollars online without proof of effectiveness. The council will provide an informative forum where companies can gain insight from peers to best determine how to navigate the online video market place to ensure ROI. "Having a platform to discuss success attribution and further demonstrate advertising accountability will be a tremendous benefit to all council members and the advertising community at large," said Donnie Williams, vice president of digital strategy, Horizon Media, Inc. Brands who wish to join the council will have access to custom research initiated by Break Media that will analyze levels of engagement and effectiveness for various modes of online video advertising in niche market segments. "Our data shows that Internet video is unquestionably a lean-forward experience. The audience is watching with their hand on the mouse, ready to click away as soon as they lose interest," says Matt Cutler, vice-president of marketing and analytics at Visible Measures, a provider of independent third-party measurement for Internet video. "As advertisers look to maximize the return of their online video investments, media companies must iron out accurate reach and engagement metrics." Break Media will officially announce the Online Video Advertising ROI Council during its event today in New York, which is based on "Online Video ROI: How Does it Measure Up?" The networking luncheon also includes presentations from TruTv, Initiative Media and Visible Measures. About Break Media Media Contact: |
Break Media Forms Online Video Advertising ROI Council