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RSSIt also seems that the money is following usage. Also released this week was Brian Wieser of Magna Global and Universal McCann"s Emerging Media forecast, which is projecting online video advertising growth of more than 50% year over year for both 2007 and 2008.
Plus, at the iMedia conference, I led a roundtable of marketers, agencies and media sellers about what's working and what's not when it comes to video ad units. It was this discussion that got me thinking the most.
Fortunately, we didn't spend our time talking about the ideal duration for pre-roll video ads. That discussion has been beaten into the ground by now. Nor did we discuss the emergence of mid-roll and post-roll ads. Did we talk about the intrusiveness of video advertising? Not much. Did we talk about using static "companion ads" as the best means to accompany video content with commercial messaging? Not much. Instead, we talked mostly about the value of using "content as advertising" for making an impact on consumers in the video world.
What is "content as advertising"? It is the stuff that consumers want and like -- imagine movie trailers and clips of music videos -- that not only entertains and engages consumers, but also creates significant commercial value for the distributor. It is not about sticking commercial messages at the front, middle or end of content that consumers seek, it is about finding content that they want and making it create commercial value for the distributor.
In the technology space, vertical ad network NetShelter has sites with consumer-oriented video reviews of various electronic products that they plan to help publishers monetize with pre-roll spots. Scripps Networks' DIY.com and HGTV.com run pre-roll ads before short videos of do-it-yourself projects (and add an extra element by enabling visitors to push the shopping list for that project to their mobile devices so they will have it handy at the nearest Home Depot.) Those are examples of content consumers will want.
Certainly video is a mainstay for the entertainment industry. Research has proven that the more folks engage with excerpts of movies or music, the more likely they are to buy it later. Thus, the content itself becomes advertising. In fact, it becomes advertising that people want, not just advertising that they are willing to tolerate.
Will this apply in other verticals? Why or why not? What do you think?
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At driverTV, we produce 3-4 minute high def video tours of new cars. They are all shot the same with no editorial voice. Just the facts. They are clearly resonating with car shoppers and the car manufacturers.
In contrast to movie trailers and music videos - where there is an intrinsic entertainment value - the challenge for non-entertaiment business categories is keeping the content informative and engaging.
With our content on cable VOD and online we have some great data - but there is still plenty to learn.
We look forward to hearing more on this topic.
I am taking from this original post that just like all the shows on cooking and home repair that is a 30-60 minute product placement showcase, if advertisers were able to showcase their products in entertaining and productive ways, they would be better served. The trick is to get the social network influencers to promote these attention grabbing sequences to their audience as an endorsement of their content quality without looking like they are selling out to the brands. Not much different than network or cable tv programing. we watch because the content is good and we endure the ads for the same reason. Ads are not evil, they have to be delivered in the most alluring and pertinent way as to illicit the correct response. Ads for strollers are totally welcomed when you are expecting after all... it is then seen as education on needed items.
Check out an example of what this major Home Builder is doing, backed by a radio / TV campaign: www.drhortonpdx.com
I agree with what you are saying and believe that the keywords that you have touched on for online video advertisements are "engagement" and "toleration." These 2 things are that will ultimately determine the effectiveness of the video ad. How and where do you place a video ad that will not only engage the user, but also refrain from being intrusive to what they are doing at the site? At NetWinner.com, we have come up with a formula that addresses both of these concerns and consequently has produced one of the highest click through rates on the web. First, we are using an "active-roll" of video advertisements that are constantly running in a "Companion-advertising" environment. In this case the video ad becomes the "companion" to the game being played by the user. The game is such an easy game to play that while the player is waiting for the results they are viewing the advertisements and engaging with them in many cases. The average stay is close to 40 minutes and the user has the opportunity to win prizes just for playing. Advertisers know the demographics of the users and can decide on content appropriately.
Especially like your comment on making advertising something that people want instead of something to be tolerated. I'll reference it on my blog with a link back to you.
Joan B2B Copywriter/Integrated Marcom Consultant www.jdamico.net
Second, I am still old schooled about catching the attention of the viewer in the first 10 to 15 seconds. I see more and more online video ads that don't follow this golden rule. I think some consideration needs to be given to this subject as well.
Craig McDaniel, Sweepstakes Today
Brad Curtis Brad@ScienceandFiction.com
Thanks for the quick insight. The content is the message! I remember reading an article on clickz (sorry for the competitive reference) last year called Marketing is the New Publishing (or something like that) and it really resonated.
The DIY project with shopping list to the cell phone is brilliant. That's the integrated marketing of the future, no question. Exciting stuff.
Thanks again.
Marko Z Muellner www.measurechange.com