Online Video Starting to Sprout for Advertisers
After years of waiting, online video is starting to make a move into online advertising. This is no surprise, other than the time it took Google to finally make it available. Online video advertising has always been a natural for search and contextual advertising, given the richer and more compelling message that video can usually offer. And with the success of YouTube, and Google purchasing this website for $1.8 billion, you had to know video was coming to you, brought to you by Google.
We've been predicting it for as long as we've been in the online marketing business. We've even been on local TV (CityTV with Judy Gibbons) talking about it recently, having been asked about the impact. What they picked up on, is the same as many other pundits - that it will be great for local advertisers, especially those who would not otherwise advertise on TV, due to cost or because they were in a niche where a commercial would just not make sense.
Google is currently piloting AdSense for video so that publishers can sell ad space on their websites to run online video ads that may be of interest to their readers. Adbrite has had something in place for about a year.
According to the Kelsey Group, online video may make inroads where online ads, and even search may not, because of the familiarity that advertisers have with video ads and commercials. It is easier to sell this because it is less abstract than say something like pay per click. In addition, it plays to the vanity factor, which is important to many advertisers - whether or not the ad is even effective.
The only drawback for many will be cost and skill required to produce the ads. Besides the creative, the technology required for a professional online video ad, is beyond what most ad agencies and website designers usually have in-house. There will be line-ups to get this done at a cost commensurate to the cost of running the ad, as online marketing companies gear up for this onslaught. Of course, expect companies such as ourselves to fill that gap :-)
We've been predicting it for as long as we've been in the online marketing business. We've even been on local TV (CityTV with Judy Gibbons) talking about it recently, having been asked about the impact. What they picked up on, is the same as many other pundits - that it will be great for local advertisers, especially those who would not otherwise advertise on TV, due to cost or because they were in a niche where a commercial would just not make sense.
Google is currently piloting AdSense for video so that publishers can sell ad space on their websites to run online video ads that may be of interest to their readers. Adbrite has had something in place for about a year.
According to the Kelsey Group, online video may make inroads where online ads, and even search may not, because of the familiarity that advertisers have with video ads and commercials. It is easier to sell this because it is less abstract than say something like pay per click. In addition, it plays to the vanity factor, which is important to many advertisers - whether or not the ad is even effective.
The only drawback for many will be cost and skill required to produce the ads. Besides the creative, the technology required for a professional online video ad, is beyond what most ad agencies and website designers usually have in-house. There will be line-ups to get this done at a cost commensurate to the cost of running the ad, as online marketing companies gear up for this onslaught. Of course, expect companies such as ourselves to fill that gap :-)
Labels: local advertising, online advertising, online video advertising
posted by Ritu Singh @ 8:58 PM
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