Archive for the ‘Online Video Ads’ Category

Follow Your INSTINCT

February 10, 2009

2009 has to be the year for ad-sponsored online video to go somewhere new.  We need to stop  publishing  30” TV spot and  quit relying solely on the backend plumbers and technologists who just add more functionality to video windows — and, instead, start focusing on the poetry part of the video business: new video narrative structures and applications that will help move the space forward.

Despite those who think we’re in for a video slowdown along with every other form of digital media spend, there’s still room for lots of innovation around video ad units before we all advise our clients that chasing friendships in social networks is the next Holy Grail.

Non-linear video makes most creatives’ heads spin.  The idea of using a pre-roll primarily to tease and then create different ending narratives based on consumer choice or pre-set business rules (as in Visible World’s TV application) is something more akin to gaming narrative than commercial copywriting.  Maybe that’s why so few creative agencies have had the courage to go down this multi-forked road.  Samsung’s “Follow your Instinct” videos on YouTube begin to demonstrate the engagement possibilities of thinking this way.  We just need more agencies writing and shooting this way — and the possibilities for advertisers just multiply.


Networks: Online Video Competes with DVR

October 30, 2007

It appears the web may not be just for YouTube videos after all.

NBC Universal’s Chief Digital Officer Michael Kliavkoff says NBCU worried online video may “cannibalize its viewership,” but new research reveals audiences watch TV and turn to “long-form” video online to catch up on their favorite shows.

At the OMMA Conference in New York one month ago, Kliavkoff noted that viewers of “long-form” online video use the medium much like the DVR: If a fan misses an episode of Heroes, he or she heads to the internet to catch up, reports MediaPost.

NBCU and Disney conducted research on putting full episodes online, a process that also revealed that those who start watching a long-form video online stick with it 83 percent of the time.

This is a good thing for marketers, as online video – particularly sizable content, like complete episodes – comes stocked with ads. Ads on DVR content, on the other hand, can be fast-forwarded through.

Adotube Dodges Irritating Pre-Roll with Rollover Video Ads

October 29, 2007

Adotube provides in-stream rollover ads that appear in the bottom corner of flash videos.When users roll over the ad, a message fills the video player screen and the video pauses. When a user clicks on the message, advertisers can present info inside the ad or forward them to another page. All ads are demographically and statistically targeted.

YouTube fans rant, threaten to leave over new ads

August 27, 2007

A number of YouTube users have spoken out with their frustration and disappointment over the ads now appearing on their videos. Most users responding to a YouTube blog post asking for feedback gave the idea a resounding thumbs down.

Some respondents have voiced their opinions in the comments on the blog post announcing the appearance of the ads. One person made a video wherein he shared his opinion.

Reasons cited by those against the ads range from a lack of creativity to the loss of control the uploaders now have. At least a few people did point out that YouTube hosts their videos for free but it still has to pay for the server space, so ads aren’t all that bad.

Google Begins TV Ad Tests

March 24, 2007

Google has begun a test of buying and reselling television commercials, according to reports from the Wall Street Journal, reports Search Engine Land.
The tests are apparently taking place in Concord, California and mimic the system Google put into place when it began selling print ad space. It buys time from the television station and then resells the spot time to one of its advertisers. That spot then appears within ordinary commercial breaks and appears no different to the viewer from any other commercial.

Advertisers secure their ad space through an auction system, but one that’s overseen by people and not an automated system, since it’s still early in the test period.

This test phase is the first time that Google’s entry into the TV ad market has gone beyond statements of intent or in-house experimentation. Google has partnered with cable provider Astound Broadband for the test.

Google Begins TV Ad Tests