I wanted to write about internet video advertising being failure
for a long time but didn’t get a chance to do that. Since my colleague here at EyeView beat me to the punch with this post I’m going to add my 2 cents.
for a long time but didn’t get a chance to do that. Since my colleague here at EyeView beat me to the punch with this post I’m going to add my 2 cents.
As soon as online video began to boom the search for a way
to monetize online video began as well. The leading thought was that the video advertising
is going to be done the same way as TV advertising is done - by adding short
commercials in between videos. So far this have proven to be a failure as noted
by Ben Weinberger of Digitalsmiths in this post.
to monetize online video began as well. The leading thought was that the video advertising
is going to be done the same way as TV advertising is done - by adding short
commercials in between videos. So far this have proven to be a failure as noted
by Ben Weinberger of Digitalsmiths in this post.
My take on it is that the internet is fundamentally different than broadcast TV since the
internet is an interactive hyperlinked world where you can run in multiple
lanes at the same time while the TV world is a passive world in which the information
is sequenced and channeled. This drives a very different user behavior in each
one of these mediums. The TV user expects to do nothing while giving 100% of
his attention to the big screen and basically accepting whatever sequence of programs
he is getting including all the ads in between. At the same time, the internet
users are actively searching and discovering things and are giving attention
only to content that they are interested in while immediately clicking away from
anything that is promotional or looks like an advertisement. This is the reason
why video will never work as an advertisement in the online world.
internet is an interactive hyperlinked world where you can run in multiple
lanes at the same time while the TV world is a passive world in which the information
is sequenced and channeled. This drives a very different user behavior in each
one of these mediums. The TV user expects to do nothing while giving 100% of
his attention to the big screen and basically accepting whatever sequence of programs
he is getting including all the ads in between. At the same time, the internet
users are actively searching and discovering things and are giving attention
only to content that they are interested in while immediately clicking away from
anything that is promotional or looks like an advertisement. This is the reason
why video will never work as an advertisement in the online world.
Having said that, online video and specifically promotional
video is going to grow bigger and bigger. How is promotional video is going to grow
without video advertising? The answer is very simple – the videos are going to be on
the destination websites. There are 3 main things that makes video perfect for
destination websites:
video is going to grow bigger and bigger. How is promotional video is going to grow
without video advertising? The answer is very simple – the videos are going to be on
the destination websites. There are 3 main things that makes video perfect for
destination websites:
1. The users that get to the destionation website are there to learn about your product so they will be happy to receive that information in a promoation video.
2. The video tends to focus users on one thing and this is exactly how you want them when they enter the buying process.
3. Unlike in video advertising, you can fully monitor, control and adapt the video experience to reach maximal impact when the video resides on your website.
To conclude - video can be a great marketing tool as long as it is being used properly - on your own website and not on the publisher website.
Online advertising ALREADY is working and is very successful. Take a look at Stephen King's "N." A story cut up into 25 segments, each segment begins with pre-roll advertising from many different companies. MILLIONS of hits year after year. If you have say, a DIY film, that is actually good, it is possible with a great team to find advertisers to put your indie film in the green. You won't make millions but you will make money.
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