Hitviews Pro: Four Video Ad Trends That Are Category Killers - Walter Sabo - MediaBizBloggers

1 What could be worse than an ad that starts with quotSkip Advertisementquot Of course one that has an X inside a circle in the corner Ads that have a builtin mechanism to skip are the most hostile environment for a brand message imaginable Ads that you can click an X and they vanish have over a 50 chance of being banishedFor all the angst about quotprotecting the brandquot what could be more damaging than a disruptive popup that ruins an entertaining online video experience It39s the equivalent of a screaming radio commercial amp8230 quotSunday Sunday Sundayamp8230quot2 The obsession for pricing standardization is not going to help the category of online video advertising grow it could stall it for years Other than technical standardization such as measuring where an ad appeared standardizing the measure of cost is a loselose Here39s why It will inevitably put online video in the same box with other media It will be wrapped in an ancient imperfect model such as cost per thousand or a newer imperfect model such as cost per click that has nothing to do with the online video experienceOnline video done properly has at least three components that television and print do not have A screen that is 12 inches from your face All effective online video advertising incorporates the use of the keyboard in the message Online video advertising also has use of a mouse for greater interactivity and some can ads activate a phone or camera WowCharging simply for quotCost per thousandquot views only covers a fifth of the medium39s capability It ignores the incredible unique value of the ability to take the customer right from their seat and participate in the selling process by a call to action to type click make a video response or comment No prime time TV spot offers that why price it the same way3 Using creative from other media and putting it up online This is the very worse thing an advertiser can do A great TV spot is a great TV spotcongratulations Taking that spot and just posting it ignores the vast differences in the physical environment between a computer and a TVNow you smart ones are thinking quotWell the computer is being used like a TV by thousands of peoplequot One day but not yet 99 of all online video viewed is less than five minutes in length many people cannot physically watch longer programming on their computer because the computer is old and many don39t have the broadband capability But even with those problems solved most people want to use the 51 inch plasma screen in the den for TV Video made for a 51 inch plasma screen is quite different than that made for a laptopWe conduct a free seminar in the differences and will be happy to visit you Just email walterhitviewscom for an appointment4 In the early 196039s the major ad agencies grudgingly added a quottelevision departmentquot to their creativemedia client offerings Today the major ad agencies have grudgingly added a quotdigital departmentquotUntil agencies fund and staff digital departments properly their second string status can be a category killer They burden these staffs with all the bureaucratic apparatchikof the prime time TV division but none of the funding To get an NDA out of one of these departments takes weeks or months it is rewritten from 2 to 20 pages and then they steal the ideas anyway It39s hysterical As long as the digital media departments are starving stepchildren at agencies the creative will never match the needs of the medium and the media will be pathetic worthless prerolls post rolls and pop upsThe good news is that many PR Firms are brilliantly filling this need Their grasp of the digital space is often cutting edge and pragmatic The work done by Andy Pray at Ruder and Finn for TiVo is award winning Edelman is out front with their initiatives for brands like Clorox and Armor AllOnline video advertising is a quickly growing medium and its potential has not been scratched Progress will come when imposing past measurement standards and inappropriate creative is banished and we instead say This is special how can we take care of itWalter Sabo is the Founder and Creator of the business concept He is an experienced leader of new organizations and is currently CEO of Hitviews Walter can be reached at walterhitviewscom

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Hitviews Pro: Four Video Ad Trends That Are Category Killers - Walter Sabo - MediaBizBloggers

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Walter Sabo

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

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