As a creative director at a creative agency, I am routinely faced with blank sheets of paper and empty whiteboards just begging for big ideas. This, I can handle. A harder proposition is being faced with a brand, business or organization that is looking for "something like this video" or "a little different version of that campaign." On one hand, this is a great way for marketing executives to convey a creative direction. On the other hand, the approach betrays the potential reach and impact that can be earned with a completely original online video, social media, interactive or integrated …
I read The New York Times every weekend. I wake up, retrieve it from my doorstep, make coffee and I read it, glancing up once in a while at the Manhattan skyline. It's a great experience for me. It's not that I can't get similar content on the web instead, or read it comfortably on my iPad, it's just that heft of the print edition reconfirms to me -- in a familiar way established over years of habit -- that someone I trust curated what I read, and by positioning where each story runs, real people are making recommendations on …
There's a wealth of information available contrasting online video advertising and broadcast advertising, traditional marketing to online marketing, whether or not social media will kill PR, push advertising vs pull marketing, lean-back versus lean-forward and on and on. Maybe the time has come to stop pointing out the disparities or trying to figure out which is better -- and to start capitalizing on the similarities, identifying the places where the mediums intersect and, more importantly, where they can be benefit each other in the bigger picture.
Jan. 23 marked the five-year anniversary of my company. Feels like 50. With that in mind, here are ten lessons I've learned about online video in that time.
For the past several months, the online advertising industry has been buzzing about consolidation in the video business. Many of the year-end prediction pieces for 2011 reflected an interest in this topic as well. However, as I learned early in my career as an investment banker, there are two very different types of deals. Any banker can do deals that make money; but it is the great bankers that do deals that really matter.
If you're considering an online video marketing initiative for your brand, product or service, the last thing you want to be bothered with is the aftermath of a successful online video marketing campaign. So here are five things you can do to make sure you'll see little or no return on your online video marketing investment.
The New Year is always a time of reflection and resolutions. In looking at the top resolutions for 2011 -- from losing weight to getting organized -- I wondered how they would apply to the business of online video content .
This year, we'll look at video in a new way. Last year at this time, we primarily thought of TV when the word was mentioned. Twelve months later, "video" can mean anything: viral, digital, place based, in-stream, branded, social, mobile, and more. In 2011, there is going to be increased pressure for video outlets to prove their value to advertisers.
Ten years ago, it cost more than $300 to transfer a gigabyte of video; today it costs 30 cents. People like you upload 35 hours of video per minute on YouTube, the second largest search engine (since 2008). What is next for online video? Search, Mobile, HTML5, Social, Internet TV, 3D? Of course, at the year-end, we've seen a lot of predictions for 2011, but let's go further out.
Brands, businesses and organizations spend valuable time and resources targeting audiences, predicting where they can be reached and determining how they want to be reached. The answer is simple: They are everywhere, and they don't want to be reached. They don't want to know how great you are and all the wonderful things you can do for them -- so stop calling, emailing, throwing rocks at their windows and singing on their front lawn with a boombox over your head. It's annoying.