• by Cory Treffiletti , Featured Contributor, February 3, 2004

In case you haven't noticed, I am heavily on the "video kick" right now.

This week I felt that it would be worthy of discussion to visit how the integration of video into the interactive advertising scheme will affect the process and accountability which we are so used to seeing.

First of all, let us be clear that video ads are no less accountable than other forms of interactive ads. Video ads are more similar in execution to our beloved TV commercials, but are just as accountable as our more traditional forms of interactive. I will acknowledge that a click through is not nearly as important on a video ad, which is a great thing since we all agree that clicks are not as important as they originally were, and now we have the opportunity to truly shift the focus to more important metrics.

View through is probably more important with video than it is with other forms of advertising as the goal of a video unit is to change perception, increase awareness and drive intent. View through is one measure of intent as it is a delayed, yet more accountable, measure of a reaction to an exposure. Other metrics than can be considered are still interaction rate, repeat plays, and any other measure that tracks whether the consumer was involved with the unit. We certainly do not need to abandon the knowledge that we have been building over the last few years. We do need to acknowledge that integration of media will require the integration of metrics and we will all meet somewhere in the middle.

Once we recognize that we are still as accountable, it becomes very important to understand that our traditional process of developing interactive ads will need to be changed. The integration of video will require a longer lead-time in the development of these ads and we might as well start planning for this now. Whether we're using pre-existing clips or we actually move to shooting new footage, we must understand that the editing process and the development process of video ads will always be longer than traditional Flash and Gif, especially if you want to do a great job (which we all do.) Clients will have to start recognizing that online campaigns will need a creative brief much earlier in the process and when agencies are looking to shoot footage that they should also shoot for the additional footage that can be utilized online. Agencies can find uses for the B-roles that are traditionally considered excess. Now they'll have a home.

Another thing to consider will be legal-related. Agencies and advertisers will need to ensure they acquire the online uses of any footage that is shot, and this needs to be thought of much farther in advance than most interactive agencies are used to. I have seen great campaigns get scrapped because of this minor detail being overlooked, and it's important that it be addressed ASAP.

All this being said, my biggest concern will still be the lead-times. Delivering creative late is an overall problem with our industry, and if this trend were to continue, than many opportunities to execute some very interesting executions with video will be missed.

What are your thoughts?