NEW YORK–(BUSINESS WIRE)–The Interactive Advertising Bureau (IAB)
has named digital marketing veteran John Frelinghuysen as the trade
group’s newest Publisher-in-Residence to tap into his insider
perspective on the digital video advertising landscape. Most recently,
Frelinghuysen served as Executive Vice President for Digital Media at
Disney/ABC Television, where he led digital product, technology,
business development, and strategy for the ABC Network, Disney Channels,
and Freeform—leveraging his deep insights into how publishers and brand
marketers can navigate fundamental shifts in consumer video viewing
behaviors to reach engaged audiences on a variety of screens and
platforms, from OTT to mobile devices.

In this new advisory capacity, Frelinghuysen will work with IAB and its
Digital Video Center of Excellence to address pressing issues and ensure
robust opportunities for advertisers and publishers in the video arena.
Today, most digital video advertising relies heavily on TV-centric
formats and creative, which risks alienating viewers and slowing growth
in ad-supported consumption and inventory. At the same time, promising
new digital ad models still lack effective standards, measurement, and
scalability. In tandem, there has been a dramatic change in consumer
viewing habits, with the majority of U.S. adults (56%) owning a
Streaming Enabled TV—a 56 percent rise from just two years ago.

Prior to joining Disney, Frelinghuysen served as Senior Vice President
of Strategy for AOL, leading corporate strategy and helping secure major
deals with Verizon, NBCU, and Microsoft, among others. Previously, as a
senior strategy consultant with Bain Company and Booz Allen Hamilton
(now Strategy), Frelinghuysen led several key initiatives for IAB,
including the launch of Making Measurement Make Sense (3MS), Building
Brands Online, and Digital Pricing Benchmarking. Frelinghuysen served
from early 2016 until recently as an IAB Board Member.

« John offers a powerful point-of-view as a premium, video-focused
publisher at Disney and at AOL, plus years of experience supporting the
IAB as a strategy consultant in driving brand advertising and
measurement improvement,” said Randall Rothenberg, President and CEO,
IAB. “We look forward to benefiting from his keen insights, analytic
skills, and ability to rally brand marketers, media buyers, publishers,
and other key stakeholders. »

“Digital video—with $9.1 billion in U.S. advertising spending in 2016
alone—is perhaps the single greatest opportunity for industry revenue
growth, and it is a privilege to team with IAB to spur the medium even
further,” said Frelinghuysen. “As both a publisher and strategy
consultant, I have been passionate about enhancing the consumer
experience and promoting new advertising and measurement models in
digital. We need to coalesce around these critical areas in order for
video to deliver on its tremendous promise.”

This marks the second time that IAB has invited an industry pioneer to
take part in its Publisher-in-Residence program. Peter Naylor, currently
Senior Vice President, Advertising Sales, Hulu, and Chairman IAB Digital
Video Center of Excellence Board, was the first to serve in this senior
advisory role in November 2013.

About IAB

The Interactive Advertising Bureau (IAB) empowers the media and
marketing industries to thrive in the digital economy. Its membership is
comprised of more than 650 leading media and technology companies that
are responsible for selling, delivering, and optimizing digital
advertising or marketing campaigns. The trade group fields critical
research on interactive advertising, while also educating brands,
agencies, and the wider business community on the importance of digital
marketing. In affiliation with the IAB Tech Lab, it develops technical
standards and best practices. IAB and the IAB Education Foundation are
committed to professional development and elevating the knowledge,
skills, expertise, and diversity of the workforce across the industry.
Through the work of its public policy office in Washington, D.C., IAB
advocates for its members and promotes the value of the interactive
advertising industry to legislators and policymakers. Founded in 1996,
the IAB is headquartered in New York City and has a San Francisco office.

Shutterstock

Sure, real estate has always been a visual industry. Long before high-resolution digital photos and high-definition video, people would actually go and look at a property. Of course prospective buyers still do that. But now, they begin exploring properties and narrowing their choices by visuals — specifically video — on the internet.

This is a fact agents simply can’t ignore if they plan on making a living in real estate today. All good agents also know that sales are about getting prospects to act. Videos can make people act — and when they do, they make your real estate cash register ring.

But don’t just take my word for it. Evidence is everywhere. In fact, Cisco projects that by 2021, 82% of consumer internet traffic will be due to video. What’s more, even videos that are obvious ads are attracting eyeballs. A recent Extreme Reach report indicates that viewers’ time spent watching video ads is up by 19%, and the completion rate of these ads has had a 20% spike.

So if you lack a video marketing strategy, your prospects are watching a blank screen — and people don’t spend much time doing that.

Every Wednesday I post a Tip of the Week video, about four to six minutes long that I film at my desk. Sure, at first, I felt a little odd. But just like everything else, the more you do it, the easier it becomes. One lesson I learned is to relax and just be yourself, and make it real. Sometimes the phone rings, sometimes someone walks by my window, one time the lights even went out. No big deal. Be you. Viewers today pick up on contrived and artificial efforts — the key is to be authentic.

Here are a few more tips to consider when creating your video marketing strategy to earn some serious eyeball time from prospects:

Remember the three I’s.

Before you shoot your video, remember these three words: informative, interesting and important. Why? Because there are already a lot of videos on the web, and you’ll have plenty of competition. All the top producers in real estate have received the memo: video works. In fact, customers are four times more interested in watching a video than reading for information. So, your video has to stand out with useful information.

Think of yourself as more of a teacher and educator than a salesperson. If you focus more on the quality and value of the information provided in your videos instead of just selling, you’ll make a bigger impact. That said, I do recommend a call to action with your email address, phone number and website at the end of the video.

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NEW YORK–(BUSINESS WIRE)–The Interactive Advertising Bureau (IAB)
has named digital marketing veteran John Frelinghuysen as the trade
group’s newest Publisher-in-Residence to tap into his insider
perspective on the digital video advertising landscape. Most recently,
Frelinghuysen served as Executive Vice President for Digital Media at
Disney/ABC Television, where he led digital product, technology,
business development, and strategy for the ABC Network, Disney Channels,
and Freeform—leveraging his deep insights into how publishers and brand
marketers can navigate fundamental shifts in consumer video viewing
behaviors to reach engaged audiences on a variety of screens and
platforms, from OTT to mobile devices.

In this new advisory capacity, Frelinghuysen will work with IAB and its
Digital Video Center of Excellence to address pressing issues and ensure
robust opportunities for advertisers and publishers in the video arena.
Today, most digital video advertising relies heavily on TV-centric
formats and creative, which risks alienating viewers and slowing growth
in ad-supported consumption and inventory. At the same time, promising
new digital ad models still lack effective standards, measurement, and
scalability. In tandem, there has been a dramatic change in consumer
viewing habits, with the majority of U.S. adults (56%) owning a
Streaming Enabled TV—a 56 percent rise from just two years ago.

Prior to joining Disney, Frelinghuysen served as Senior Vice President
of Strategy for AOL, leading corporate strategy and helping secure major
deals with Verizon, NBCU, and Microsoft, among others. Previously, as a
senior strategy consultant with Bain Company and Booz Allen Hamilton
(now Strategy), Frelinghuysen led several key initiatives for IAB,
including the launch of Making Measurement Make Sense (3MS), Building
Brands Online, and Digital Pricing Benchmarking. Frelinghuysen served
from early 2016 until recently as an IAB Board Member.

« John offers a powerful point-of-view as a premium, video-focused
publisher at Disney and at AOL, plus years of experience supporting the
IAB as a strategy consultant in driving brand advertising and
measurement improvement,” said Randall Rothenberg, President and CEO,
IAB. “We look forward to benefiting from his keen insights, analytic
skills, and ability to rally brand marketers, media buyers, publishers,
and other key stakeholders. »

“Digital video—with $9.1 billion in U.S. advertising spending in 2016
alone—is perhaps the single greatest opportunity for industry revenue
growth, and it is a privilege to team with IAB to spur the medium even
further,” said Frelinghuysen. “As both a publisher and strategy
consultant, I have been passionate about enhancing the consumer
experience and promoting new advertising and measurement models in
digital. We need to coalesce around these critical areas in order for
video to deliver on its tremendous promise.”

This marks the second time that IAB has invited an industry pioneer to
take part in its Publisher-in-Residence program. Peter Naylor, currently
Senior Vice President, Advertising Sales, Hulu, and Chairman IAB Digital
Video Center of Excellence Board, was the first to serve in this senior
advisory role in November 2013.

About IAB

The Interactive Advertising Bureau (IAB) empowers the media and
marketing industries to thrive in the digital economy. Its membership is
comprised of more than 650 leading media and technology companies that
are responsible for selling, delivering, and optimizing digital
advertising or marketing campaigns. The trade group fields critical
research on interactive advertising, while also educating brands,
agencies, and the wider business community on the importance of digital
marketing. In affiliation with the IAB Tech Lab, it develops technical
standards and best practices. IAB and the IAB Education Foundation are
committed to professional development and elevating the knowledge,
skills, expertise, and diversity of the workforce across the industry.
Through the work of its public policy office in Washington, D.C., IAB
advocates for its members and promotes the value of the interactive
advertising industry to legislators and policymakers. Founded in 1996,
the IAB is headquartered in New York City and has a San Francisco office.