ABM panel addresses growth, challenges of online video

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New York—As online video becomes more prevalent in the workplace, business information companies need to create content that is relevant to viewers and advertisers, according to panelists who spoke Tuesday at an American Business Media-sponsored breakfast.

“Sponsors don’t buy or pay for [online video] production,” said Patricia Kelly, product manager at Hanley Wood, which recently launched BuildTV, an online video network featuring several Hanley Wood media brands. “They want run-of-site ads. That’s where the value is for them.”

Kelly’s comments were delivered during “B-to-B Meets Online Video,” part of ABM’s Breakfast with Byte series.

Allison Arden, associate publisher of Advertising Age and Creativity, said she doesn’t see any danger of online video cannibalizing other media platforms. “A ‘3-Minute Ad Age’ is not going to replace the 40 minutes people spend with out print product,” she said, referring to the three-minute video segment that appears in the online Ad Age Daily. “It’s giving people more to do when they’re online and giving them a richer experience.”

Advertising Age and Creativity are published by Crain Communications Inc., which also publishes BtoB.

—Matthew Schwartz

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