• The Role Of Rolls: Pre-Roll And Online Video Advertising
    OK, so you've spent a ton of cash on developing a memorable 15-second video spot for TV. Doesn't it then make sense to get as much mileage out of it as possible? And doesn't this mean that you should look to repurpose that spot wherever you can, specifically in online video advertising? Sometimes, but not always. There are times and places where repurposing a brief video can be impactful, but it has to be 100% relevant to everything around it. Plenty has been said and written about the pros and cons of using pre-roll in various contexts, but let me …
  • Making Branded Entertainment Work For You
    Sometimes people get angry. In my last column, "How NOT Using Traditional Online Video Advertising Increases Brand Favorability," I laid out the idea that, in today's digital marketplace the most precious commodity is engaged-attention and time, and that a messaging tool like branded entertainment is much more effective than online commercials and banner ads, because users will actually embrace relevant content. From this I got enough angry emails that I felt it my responsibility to put my neighbors on notice that they might find an effigy of me burning in the hallway.
  • The Olympic Games: Most Challenging Digital Media Supply Chain Ever?
    The just-concluded Summer Olympic Games featured an unprecedented amount of coverage over an equally unprecedented series of distribution types. This event, and the manner in which content was acquired, distributed, and exhibited, placed enormous demands on digital media supply chain management infrastructures. Simultaneously feeding multiple distribution venues with the right content in a timely fashion was crucial. Mistakes -- like sending a full HD clip to a telco provider for consumption on a mobile phone -- had to be avoided. That's why the content requirements for each provider were well-described and thought-out in advance.
  • Growing Video Ad Avails
    The release of the Bain/IAB Digital Pricing Research study has had the online media blogosphere buzzing for several days now. While most of the insights were macro and focused on display, some attention was given to online video. The summary noted that there is more demand than supply for quality video ad inventory, resulting in healthy CPMs that are two to three times that of display for the studied group. It's unlikely that these statistics are news to anyone, particularly Video Insider readers. However, there was one data point that really intrigued me; two of the unnamed publishers were very …
  • Local Advertising: Lessons for All Video Advertisers
    Just how in the world will local online video advertising become a $1.5 billion industry in just a few years after only generating $11 million in 2007? Local advertisers are generally not the most sophisticated brand marketers on the planet. Most don't know what CPM stands for, and fewer would agree to pay on a CPM basis. Therefore, one would seemingly conclude that local video advertising, largely billed as a branding medium, would not grow as quickly as projected. However this was roughly the same argument when search marketing began to reach critical mass. If history is any guide, local …
  • How to Develop DROV (Direct Response Online Video)
    On a recent agency tour, I was asked the same question in Atlanta, Dallas and Los Angeles. How can ad agencies convince DR (direct response) clients to run online video advertising? The answer is simple. Before DR clients can or should be "convinced" of anything, the industry has to solve some key issues in order to make online video advertising profitable for them. Otherwise, what the client ends up facing is a series of small budget and, likely, unsuccessful test campaigns that prove to be nothing more than a waste of everyone's time.
  • 10 Questions For RFPing A Portal Or Video Ad Network
    Whether you are buying video ads from a portal, publisher with multiple sites or a video ad network, there are 10 questions we recommend that you ask before committing to the buy.
  • Who Has Time For All This Video Content?
    When YouTube launched, the tools enabled everyone to become a producer of video content. Until recently, the production quality of most video online has been entertaining at best but not something a brand wants to regularly sponsor. Now, it seems that every day the phone rings with yet another content producer with stellar broadcast production credentials asking for an opportunity to pitch. If it's not the producers calling me, the indie video sites jump in to fill the time void. Since I have a day job that encompasses all of digital media, the majority of online video producer and upstart …
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