Web Videos
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Web Video Takes Off, Ads Trail.The author of this article, Louis Hau, begins by discussing the recent high attraction of web videos. Sites like Youtube.com and Revver.com are capitalizing on this phenomenon. Banner and sidebar ads on Youtube.com and post-roll video ads on Revver.com are the main way by which marketers are reaching the increasing population of online video-watchers.
Companies like General Electric, Warner Music Group, NBC Universal, and News Corp are just a few of the main players who are using the above websites as “brand channels.” They are not doing so for free. The article states that “while a 30-second ad during a prime-time broadcast TV show typically fetches a CPM rate of about $20, a 15- or 30-second online video ad currently commands a CPM of around $20 to $50.” However, these companies are justifying these expenses because of the following: U.S. online video advertising is expected to total $385 million in 2006, up 71% from last year – as predicted by emarketer; online video is what marketers call a “lean-forward” medium – that is, users are actively searching for and taking in the content in front of them, instead of just slumping over on a couch and watching television for example.
Something I was not aware of is the fact that video advertisements are usually paired with banner ads. This makes so much sense, but when considering video advertisements as a possible medium for my personal music promotion, I did not take this into account. After reading this article, I was inspired to make a Youtube.com and Revver.com account in order to promote my music.
One particularly important point of the article was the idea of not being too intrusive with video advertising. There is some sort of unwritten law about how long such an advertisement should be and where it should be placed. To maintain an image of being “non-intrusive” with ads, a firm must not let his ads be more than 20 or 30 seconds. As mentioned before and in addition, Revver.com is featuring ads at the end of the videos and these ads can only be viewed with the viewer’s content (i.e. the viewer must click on the ad). Such ethical thinking is quite helpful, maybe not in getting more people to view one’s advertisements, but certainly in maintaining or even establishing a attitude and image that says, “I highly value the online web video viewer and his or her time.”
Peace to you,
Tyler Somers
posted by tyler @ 3:06:00 PM
1 Comments:
There was a lot of informative information here on video sites and the advertising that occurs on them. I was especially surprised to see that these online ads were equal to or greater in expense compared to regular TV ads. I was also surprised to read the projected growth statistics. There is no doubt that people are becoming more and more dependent on their computers, but I always thought that TV’s were a staple in everyone’s lives. It is hard to imagine so many people going to the web for TV shows and videos instead. What I really enjoyed reading was that companies were consciously trying to not over clutter the market. Too much clutter is not only annoying to consumers, it is damaging to the companies who find themselves struggling to stand out in the crowd. The fact that ads are often showed at the end of the online videos is not the most advantageous way to grab attention, but in the long run I think it will prove to be most beneficial.
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