That’s one of the many findings in a report published by online video advertising company Outrigger, which surveyed the presence of 500 brands on YouTube using their OpenSlate video content analytics platform that tracks how channels interact and engage with their audiences.i
Events like the upcoming NewFronts will play an important part in driving digital video. But Jordan Bitterman, Senior VP at Digitas in an interview with Beet.TV, says, some marketers are still wary about content, while others are held back by a lack of creative and buying standards.
What is the best way to advertise to online video viewers--or is there even one "best" way? A report on how advertisers are approaching the challenge of marketing to online video audiences--and how successful they have been.
Press release of comScore's monthly tabulation says 13.2 billion ads were watched and 39.3 billion content videos were eyed in March.
The co-founder of AllThingsD.com, asked about the tough role for women in the tech sector, says, If you want to be the "only," it's really hard to be the "only." And so, one of the things that's interesting, and someone told me this recently, is that people can only tolerate one differential. So if you're black, you can't be a woman. And if you're a woman, you can't be black. It's a really interesting thing, and, if you think about it, it's actually true when you start to look at things."
Eighteen firms in the digital space participate, and the NewFronts generate a lot of excitement. But Digiday.com says there’s little evidence these TV-like events are actually doing much to move the needle when it comes to marketers writing checks. Relatively little business is actually closed on the back of NewFronts.
"Programmatic has allowed us to clearly define our swimming lanes," says Erica Bigley, Ford's digital media manager. "Who's going to buy what, to ensure that we are not reaching one consumer 75 times and then missing out on the key consumer we should have been speaking to."
A California company has now started giving estimates for car body damage repairs via Skype.
The opportunities for video ad networks and publishers are abundant, but there are so many companies competing to sell the space that the experience is fragmented. In addition, some marketers think that the online ad prices are still too steep to invest heavily in online video advertising.
For many of the more than 1 million creators who have signed up for YouTube's ad-revenue sharing program since its launch, the payout has been disappointing. The surge in new content makes it harder for any one content channel on the site to get noticed. Even worse for creators: Rates that advertisers pay to be on popular videos have fallen, according to TubeMogul.