What Makes Video So Special?
Why is video the premium display brands wanted all along? Well, “If I could figure out a way to get people to stare at my banner ad for two minutes, I would win the Nobel Prize in advertising,” joked Tony Mennuto, co-founder and CCO at creative agency MisterFace. Sitting on a Monday afternoon panel at OMMA Premium, Mennuto was basically suggesting that such a feat is achieved fairly often by online video advertising. Then, why is anyone still spending money on banner advertising? For one, it’s a lot more expensive, Mennuto pointed out. Why are the prices still so high? “We need more supply!” said Colin Gillis, Senior Technology Analyst and Director of Research at BGC Partners. The publishers on the panel didn’t disagree. Michael O'Connor, VP of Operations and Yield & Analytics at AOLOn, said he’s working on it.