Archive for the ‘video advertising’ Category

Youtube to allow publishers to sell ads

June 9, 2008

All the news in the online world is revolving around the new iPhone announcement, but Youtube has some interesting news as well. The giant in the video space has had a hard time monetizing their site and content, and now are looking to publishers to help solve the problem. They are letting professional publishers who have a Youtube channel sell ads on their channel and share the revenue with Youtube.

This is a good step for advertisers, as they can buy advertising on certain channels, but is not the golden ticket to monetizing video that Google thought they could figure out when they purchased Youtube.

Anyways, back to the iPhone craze.

YouTube announces new metric tool

March 27, 2008

Youtube announced a new metrics tool for advertisers, Youtube Insight. This will allow advertisers to see geographic viewership by time of day. This will add to the standard reporting of ad performance making it a little better for advertisers to gage the performance of the ads.

This is by no means the silver bullet that will make advertisers jump on YouTube like a fat kid on cake, but its a step in the right direction. Google has struggled to monetize YouTube since the purchase, and a lot of it has been due to reporting and lack of targeting. This is a good move for Google/YouTube, but still does not grant advertisers the targeting that they would like to see, I just don’t see a lot of insight here. Hopefully phase two will have better targeting and reporting options.

Impression vs. engagement – What’s worth more??

February 14, 2008

A simple post.

With all the buzz about video advertising and engagement marketing, I ask a simple question. What is worth more to the advertiser, and how does the compensation align?

A campaign with a media buy of 1,000,000 impressions with an average view time of 5 seconds which equates to 83,333 minutes of total viewership.

Or:

A campaign with a media buy of 500,000 impressions with an average view time of 25 seconds which equates to 208,333 minutes of total viewership.

As for the media spend, the second is much less, theoretically half, and the return in terms of engagement is over 100% better. As media buyers and planners begin to normalize the advertising process, I ask that they look at different compensation models than standard CPM. If reps are so confident that their networks are the best and provide great results, back a price into per second engaged. Maybe not, just another acronym would be formed in the land of media buying and planning.

Online video soars in December

February 12, 2008

comScore announced that December 2007 set a new record for online video viewing. Not a surprise! With the writers strike and more and more people posting random video’s on Youtube and other video sites, its natural that more people will watch. The interesting thing is that Google bought Youtube so they could cash in on this trend and so far have been unable to crack the traffic/monetization issue.

Various companies have tried pre-roll, mid-roll, post-roll, tickers and other ways to offer ads, but no one has cracked the nut. My suggestion is let the producer in on the cash flow and everyone might be in for a bigger  piece of the pie.

If someone can figure out a way to monetize all this traffic effectively, I can bet there will be a nice paycheck coming their way form our good friend Google.

Future of TV media goes online with Youtube video

January 19, 2008

I read an article about how Chris Bosh created a self promoting video for the 2008 NBA All-Star game for only $20. As of this morning, it had over 397,000 views. If I look at trying to attain that through traditional media, the cost would be enormous, not to mention the production cost. I believe this is going to be the leading edge of future athletic advertising geared to athletes. Crispin launched a new campaign targeting serious runners with the new Nike ads, but why not save money and shoot “endorsed” athletes that resonate with actual runners and load them on YouTube. I am suggesting shoot twenty different marathon runners that are household names with the audience and have them tell their stories through videos.

The cost savings alone would allow a lot more scale and versions, not to mention more endorsed content that could speak to individuals, rather than a TV spot of a guy looking at a treadmill after a montage of clips. I have heard Nike has a similar video to Bosh’s featuring Steve Nash and the production cost was around 20k. I have never worked in TV production, but I am willing to bet you can get more reach and frequency through several well done videos posted on YouTube than producing one TV spot and then buying the media to support. I am not even going to argue that the YouTube model would get more engagement as well, cause it does.

AOL Ticker ads….The new pre-roll?

November 19, 2007

AOL has announced they will introduce “Ticker” ads that will run through streaming video content, rather than forcing users to watch the traditional pre-roll advertisements.  AOL’s video ticker ad appears at the bottom of the video player 10 seconds into the video stream. When clicked by a user, the ad expands while the video pauses. If the user does not interact with the ad, it will dissolve after 15 seconds leaving the branded text link. Clicking on the branded text link, located at the top of the video player, will relaunch the ticker.

They are claiming that it creates a more interactive user interaction than other overlayed advertising mediums that have been suggested on video advertising. The “Ticker” ads will be available across their network of premium video content.

I am not sure if I agree that this will cause a more interactive user engagement or not. I personally believe the people will tune out the ticker while watching the video content. I must admit it will most likely reduce my irritation to watching online video clips if it removes the standard :15 pre roll, but I am not sold on the fact that this is where video advertising is going. Just like I am not sold on Facebook’s ad platform.