http://www.mediapost.com/publications/ Our experts help you stay afloat as TV turns into something we call ?video.? en-us Copyright 2010 MediaPost Communications http://www.mediapost.com/rss Sat, 13 Mar 2010 08:12:28 EST When the online video market began to take hold in 2005, many publishers grappled with the proper way to monetize the emerging online video-watching trend. It wasn't easy, and for the last couple of years there was a question whether it was even possible. Yet, a recent study published by eMarketer shows that while overall online ad sales declined in 2009, online video ad sales grew 50% in 2009, and are poised to grow another 50% in 2010. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=124044Adam Singolda <>Wed, 10 Mar 2010 16:01:46 ESTI'm what you might call a second-generation marketer. My father started his professional marketing career with Data Terminal Systems back in 1974. As such, he has certain "old school" sensibilities about the theory and profession of marketing. For example, my father still professes that there is value in buying booths at trade shows, despite (or perhaps in spite of) people telling him that it's a dying practice. So I asked him why. He told me he keeps buying booths because of Pez. "Pez?" I asked. "Pez," he said. Then, as is characteristic of men of a certain age, he launched into a story.... http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123950Matthew Shaw <>Tue, 09 Mar 2010 13:01:02 ESTOnline video advertising faces its own set of challenges, including audience fragmentation, piracy and the lack of a prevailing ad format. Exacerbating matters is the fact that in our over-eager state as salespeople, we tend to make mistakes that are bound to come back to haunt us. These include.... http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123821Ashkan Karbasfrooshan <>Mon, 08 Mar 2010 11:15:55 ESTWhere's Malcolm Gladwell when you need him? Someday soon we will reach a tipping point when even global events like the Olympics are truly multiplatform in a way that is both open-access and hugely profitable. I think the data NBC collected from the just-completed Olympics is a big step toward proving its value. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123606Ben Weinberger <>Wed, 03 Mar 2010 13:45:40 ESTSince Shawn Fanning launched the original Napster about a decade ago, CD music sales dropped by 50%. Unfortunately, legitimate digital downloads recaptured less than half the total. Given steadily compounding improvements in computer, storage, and network bandwidth, videocentric media companies have been apprehensively awaiting the new media tsunami on their own shores. Many industry executives conclude it is now arriving. It appears their response is to (1) charge new incremental monthly fees and (2) increase existing ones. In short, after a decade to prepare, it looks like the industry's most imaginative solution is to raise prices. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123514Philip Leigh <>Tue, 02 Mar 2010 14:15:51 ESTAre the lines blurring, or am I just going cross-eyed? Google announced a number of Labs features that have been graduated out of the nursery test bed of gadgets and technologies into full-blown live features available to users of the mail interface. Chief among these new odds and ends is the ability to embed YouTube videos that will play directly within the Gmail webmail client. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123367Len Shneyder <>Mon, 01 Mar 2010 12:45:11 ESTMost online video advertising today sucks. It essentially comes in two main flavors: annoying (pre-rolls) and distracting (auto-play banners and overlays). The good news is that brands are evolving their approach to online video and experimenting more aggressively with longer-form videos that can stand on their own. In response, a new standard is taking shape that prescribes best practices to both the creation and distribution of these videos. You could call this standard the "Cadillac" of online video advertising. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123118Alex Rowland <>Wed, 24 Feb 2010 15:00:37 ESTFor the last decade we've all been discussing how today's media landscape is MORE fragmented and complicated than ever. In some significant ways, this diffuse landscape is beginning to come back together, bundle and consolidate again. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123023Damon Bethel <>Tue, 23 Feb 2010 15:30:35 EST've spoken at length about both the radical and advantageous ways in which video ads can vary from their television counterparts. While some advertisers are embracing the many benefits our medium offers in the areas of targeting, analysis and interactivity, many still are not. At the most basic level, advertisers can create a digital-specific component as part of their campaign -- and keep it to 15 seconds to achieve the greatest distribution. Interactivity layered on top of the pre-roll is even more interesting. But what if we began to have a true real-time conversation with our consumers -- and do it live? http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122923Lewis Rothkopf <>Mon, 22 Feb 2010 16:15:46 ESTAs an online video content producer, the first question I was asked back in 2006 was: Does it make sense to produce professional video content for the Web, when user-generated content is so popular? By 2010, it's clear that while social media changes the rules of engagement in publishing and news, UGC will never win over advertisers; professional content will continue to filter audiences for marketers. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122683Ashkan Karbasfrooshan <>Wed, 17 Feb 2010 14:16:10 EST