Capitalizing on Online Video's Strengths - Advertising Age - ...
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Bookmark History
Saved by 2 people (0 private), first by anonymouse user on 2008-09-03
- Refuse on 2008-09-05 - Tags no_tag
- Martinalcrudo on 2008-09-03 - Tags publicidad , advertisement , online , video , ad , age , david , carson
Public Sticky notes
Online video now boasts a bigger audience than cable television, but its $1 billion in ad dollars is a fraction of the $70 billion in broadcast wealth many assumed would be redistributed.
Highlighted by refuse
Old model won't fit
You see, online video is not TV. Sorry to state the obvious, but even though we all know it's a very different medium, we are trying to force-fit it with a television ad model. Publishers are trying to divert TV ad dollars to online video platforms and feel the need to use the same language and formats as TV. They do this thinking it will help them bridge the knowledge gap and convince TV media buyers to shift their dollars.
You see, online video is not TV. Sorry to state the obvious, but even though we all know it's a very different medium, we are trying to force-fit it with a television ad model. Publishers are trying to divert TV ad dollars to online video platforms and feel the need to use the same language and formats as TV. They do this thinking it will help them bridge the knowledge gap and convince TV media buyers to shift their dollars.
Highlighted by martinalcrudo
People use them differently. TV attracts watchers, while online video attracts users.
Highlighted by martinalcrudo
They become part of the experience, not simply observers -- not unlike the difference between TV and video games. You don't watch video games, you play them
Highlighted by martinalcrudo
So why are we treating this inherent strength of the medium as a weakness? Even worse, why are we blindly accepting that the best way to build online-video markets is by applying an ad model from a completely different medium?
Highlighted by martinalcrudo
Because that's where marketers put their money. They see video on new boxes and think, "Hey, it's another place to put my video" and miss out on the real strength of the medium. Even worse, online-video companies feed this mentality by trying to showcase what the marketers think they want -- "quality content" -- and dismiss the entire feedback system that tells them what the users are actually doing.
Highlighted by martinalcrudo
The gap is between what people are actually doing and what advertisers think people should be watching. These two things are simply out of synch, and until we get them aligned, the market will putter along, with many lost opportunities.
Highlighted by martinalcrudo
Public Comment