There are all these buckets we try to sort video consumption into that don't make any sense anymore. Forward-looking financial projections are practically meaningless given the jarring speed by which new electronic devices are flooding the consumer marketplace. Partnerships, formed to target television, seem to be forged overnight. For instance Google, putting its hooks inside the manufacturing arm of Sony, today has a strong partner helping get Google Chrome into the living room.
The Wall Street Journal recently reported that "in the first six months of 2010, advertisers spent $627 million on video ads," a significant increase from the year-ago period. This statistic makes it clear that online video's combination of sight, sound and motion is an especially effective one for advertisers, something that comes as no surprise to broadcast veterans. The addition of interactive capabilities further enhances the user experience and increases advertiser benefit. But in order to maintain this pace of growth, each of the stakeholders involved need to rally around maintaining advertiser value. For the ecosystem to thrive, all parties …
Imagine winning an eight-figure lottery only to find that your winnings are locked in a vault - and you must guess the combination. You have your eyes firmly fixed on the prize and on all the things you want to do with your newfound assets, but you must first rise to this seemingly insurmountable challenge. This is much the plight of content owners in the digital media business. This group possesses priceless assets in the form of huge libraries of movies and television shows dating back decades. These libraries are ever-expanding in size and content.
With some of the largest budgets for online advertising, automotive brands have historically played a major role in advancing advertising technology and best practices. Video and dynamic creative represent two significant growth areas of online display advertising, and once again auto marketers are well positioned to lead the charge. But will they?
Instant coffee didn't kill the selling of regular coffee; no argument here. But if that is the idea of an appropriate analogy for the print industry to buffer itself against reality, then "loss of audience" is a distant second worry to "insanity" for the magazine publishers who paid for that ad.
Despite the growing popularity of live online video, people are still turning to their TVs for one specific type of program: the live sports broadcast. Advertisers, of course, love the highly engaged, dedicated, captive audience of sports fans, which is why they pay millions to run spots during live sporting events. But what if there were an even better way to build brand recall with sports fans -- and it cost much less than advertising during a live TV sports broadcast? A move toward live sports broadcasts online is already happening, and quickly shifting the power in the ages-old trifecta …
Southern Californians were shocked last week when public TV station KCET announced it would not renew its affiliation with PBS. It is without question that other PBS affiliates will be facing similar budget constraints, making the KCET incident a potential precursor to the sea change in distribution methods that lies ahead. For PBS, this multimillion-dollar hit could be a blessing in disguise, forcing the company to more seriously explore alternatives methods to reach their audience -- namely, their lagging digital initiatives. The Internet is, after all, the publishing and broadcasting beacon of free public thought and enterprise.
The multiplatform experience is, in my humble opinion, one of the main reasons why many shows are so successful in gaining and retaining an audience. These shows are woven into the media-hungry fabric of our society. Anything and everything viewers want to know about the background of the shows, character back stories, etc., is all right there at our fingertips and splattered across every media. There's infinite content to search, explore, and consume on the Internet, mobile phone, iPad, etc.
As a veteran of the online video advertising business, it's become harder and harder for me to imagine what it must be like to not be hyper-aware of every piece of ad content I'm served online. I can't help it. I know too much. To beat my "insider's" handicap, I've found a good way to make sure to stay grounded; I force myself to understand data on reach and engagement as they relate to real-life situations. After all, behind all of these success metrics and engagement data lies the age-old question inherent in all forms of advertising: What affects buying …
Unfortunately, blogging has almost become a cliché. Even television news programs sometimes try to show how up-to-date they are by sharing comments from popular blogs. Typically, they pick the least creative ones such as Huffington Post, Politico, and Daily Kos. Nonetheless, much like the printing press transformed publishing, the true cultural significance of blogging -- which is only incipient at present -- will be a consequence of its production process.