• Online Video: It's All In The Metrics
    In 2005, a Dynamic Logic MarketNorms report certified that streaming video delivered nearly three times higher brand awareness and message association, and more than 100% higher purchase intent and online ad awareness than non-rich media ads. Small wonder that eMarketer said the category would grow to 71% last year, to $225 million....
  • User-Generated Video: Promotable Or Perishable?
    Now that we're comfortably ensconced in the culture of the viral video du jour, it seems only natural that more and more advertisers want to jump on the bandwagon. Which is a good thing for some of us in that we're finally getting our advertisers out of the habit of relying too much on :30 network TV spots, trade spiffs, a few print ads and some quarterly coupon drops--and getting them to think more about the emerging media imperative. The danger in this, if you're on the agency side, is, you're damned if you do, and damned if you don't.
  • Online Video Predictions for 2008
    Having spent the holiday season reading everyone else's brilliant predictions for 2007, I decided to engage in a little crystal-ball gazing myself. But since 2007's been predicted to death, I figured I'd up the ante. So without further ado, here are my online video predictions for 2008.
  • Attention, Advertisers: Is It Film? Or Is It Video?
    Ask your friendly neighborhood agency creative and he'll tell you, the thought of shooting anything on "video" makes him turn and run in the other direction. After all, the beloved :30 isn't just a commercial. It's a miniature film--artfully written, beautifully shot on "film," screened in a mini-theatre and then carefully edited in a very dark, very plush edit suite....
To read more articles use the ARCHIVE function on this page.