Sellers Marking Online

Online Video Ads: The WEBSTREAMERS Company

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photo (below) credit: http://www.wasp-factory.com/waspfactory/TV/TV%20screen.gif
Distracting? Well it's about time to get used to it. This article discusses an interesting new technology, that of online streaming video advertisements. As television commercials continue to get the attention of less and less consumers because of the remote control and products like TIVO, the medium of offline video has become less and less popular. In July 2006, the online business WEBSTREAMERS announced itself as the solution; online video commercials can now be displayed without significantly slowing down your browser.

Video, a fusion of audio and rapidly moving still images, usually anywhere from twelve(web) to twenty-four(full length motion picture) fps or frames per second, is claimed as being able to “ ‘reach customers on a new level.’” I agree and disagree. I agree because video is more attractive to me than a billboard or radio ad, because video combines the two mediums. Therefore, putting that medium online will be more effective than some other less sensually stimulating mediums. However, I’m not so sure how "new" the level will be. Television is this medium and has been around for years. The new level must therefore deal primarily with ad placement. For example, if a conservative republication politician wants to increase brand awareness(he himself is the brand), he will probably not put his ad on a liberal talk show, much less a pro-choice website forum. However he may place the online video ad on a conservative republican forum or NRA site-a more or less accurate but nevertheless common stereotype. In this way, I think that marketers can more specifically target their audience via the web than the television.

In addition and as alluded to in my weblog last week, the Internet is a "sit-forward" medium-to paraphrase. In order for me to get information or entertainment on the web, I must be active in seeking. Contrarily, the television is a "slouch-back" medium; I do not have to be actively engaged; I can turn on the television and sit there quite lazily. Video is by no means new, but the ability to tap into highly specifc segments with video is.

Marketers are excited about the online medium of video, especially those representing car dealerships, doctors, politicians, and consultants. The article states that marketing through video creates a more personal connection with customers. How it does that exactly the article does not discuss. Nevertheless, online video commercials seem to be the beginning of a richer online marketing experience.

Peace to you,

Tyler

posted by tyler @ 7:35:00 PM