Most 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.
For 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.
'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 ...
As 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.
One of the most interesting things I've observed as I travel around the world visiting M&E companies, is how little they really know about the content that they own or that is passing through their hands. They grapple with issues of content identification and asset tracking.
Obviously, video storage and delivery can be complicated and expensive. So it's not surprising that media companies are considering cloud as a way to expand their businesses and save money. Let's briefly explore cloud, and whether or not it's a prudent solution for media companies.
My 3-year-old has been nagging me a lot lately about "watching video on the computer." He's relentless. My son doesn't care where he watches his video -- and neither does most of his generation. In fact, 178 million viewers are now watching 33 billion videos online, according to comScore Video Metrix, December 2009. I have to wonder if Dave Morgan (author of last week's "The PC Will Not Beat the TV For Video Ad Dollars") has seen those numbers lately.
n 2009 the IAB led the charge to develop standards and infrastructure to coax adoption and growth in the in-stream advertising space. Expect this standardization to find traction in 2010 and drive widespread industry adoption across all players on the digital field, including publishers, advertisers and agencies. Here are ways to take advantage of in-stream in advertising now....
If you've been paying attention to the big marketing blogs over the past several months, you might have noticed the anti-ROI movement starting to gather momentum. In short, the popular marketing bloggers are spending quite a bit of energy telling us that we should focus less on metrics and more on the process of delivering entertaining and/or informative content to the masses. Did you catch the contradiction there? According to the power bloggers, we should spend more time creating effective messaging, and less time measuring its effect. Of course, there is no way for us to know if our messages ...
Ever since Google launched text ads and adopted the pay-per-click model, search revenue paved the way for online media's growth. Today, Google generates the bulk of its $24 billion in annual revenues from search ads. In turn, search ads account for 40% of all new-media spending. Will that ever change? It depends.