What's up with online video advertising?

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Permalink Reply by Diana Oyaga on May 14, 2008 at 1:01pm

I love online video advertising because its not just a message people recieve its something htey can interact with... make their comment immediately, and works as entertainement for them.

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Permalink Reply by Ben Watson on May 16, 2008 at 11:10am

i like that thought that the ad is entertainment and interactive

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Permalink Reply by William FitzGerald on May 14, 2008 at 11:05pm

yeah, those are all cool tools. but, nothing really blows me away content wise,
to many different outlets; I think... For ad's sites they are great but for pure content quality its still low, feels like basically reposting commercials that are supposed to be on TV, 15's 30's 60's, user gen stuff, and random bits of meh stuff.
but who knows, maybe that will change soon enough? (and maybe I've been to busy to look around too)

not related to the topic but "Vimeo"'s flash codec is really hot and user friendlyness (is that a word) ofvimeo is getting really cool, but not very commercial yet, more of an artist space. maybe we should keep it that way.

I'm really digging apple TV's HD podcasts!!! its pretty insane the amount of stuff plus everyones default youtube is on it too.

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Permalink Reply by Ben Watson on May 16, 2008 at 11:11am

i agree that a lot of it looks like repost of TV...i also love vimeo. is anyone doing good work with the podcast format from ad perspective

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Permalink Reply by William FitzGerald on May 16, 2008 at 2:33pm

Well nothing video based yet, Reel Spit is a great audio podcast (with great music, stills and hot links embeded) based around advertising, they really just talk about the working process and techniques for creative's or how they made the episodes featured spot, with links to visiting artists and directors and other industry folks. There probably are others, too I'll loook around, and into my links on del.icio.us

btw,
I work work on a new annual vlog / blog kind of industry based (started 2007 @ the 54th) covering the Cannes Lions Festival, called CANNES'T, but we'll (hopefully) be going back this year for the 55th with a bit more of a mission; less of just walking you through the experience of being at the festival or in the city cannes (it was our first time there), only speaking to one or two creatives a day.
Next year there will be more interviews the by same crew of low fi kids, and well sit around talking more non-sense and talk shop with an addtional editor well actually have time to talk with people about what they think this year did for advertising... watch episode 3 with an interview from Ben Palmer from the barbarian Group, and a few other folks check um out. and keep an eye out if your into um.

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Permalink Reply by carl friedel on May 17, 2008 at 7:34pm

www.carlfriedel.com / www.hellophilly.tv -- The world leader in Streaming media/video

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Permalink Reply by E Milley on October 15, 2008 at 12:03pm

well this may be slightly off topic, but its related to video and advertising online. So when I watch TV on ABC.com (online), they have post-roll video advertising and I very much don't mind it. Actually, they make you interact with the commercials, so you have to CLICK to CONTINUE, meaning you cannot move back into the show without clicking the ad- this is a great metric for advertisers. If people want to watch the show for free- the trade off is they have to interact with the ad. Some of the ads have been fun- like a Florida Orange Juice ad makes you pick oranges and guess words, like a Madlib. There is also a Allstate ad where you have to get a robot or a chi ken across the road without them getting hit by a cd player or lipstick. They make it fun, and serve the purpose of the advertiser.

Now, on the flip side, I watch MTV online and they have pre- and post-roll ads. These engage me much less because I do not have to click anything to get back to the show- they run for 30 seconds and then whalah- the show is back on. These are also much more boring and repetitive- often I tune them out.

Point is, advertising can be fun, if the end-service/product wants to invest in giving the potential customer a good experience. Believe it or not, I am tempted to change my insurance from Allstate to progressive, for many reasons, but the commercials they have gave me all the reason. Hope that helps.

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Permalink Reply by Ginnie Waters on October 29, 2008 at 10:30pm

I wrote an online ad for Sears with Ty Pennington while freelancing at Nimblefish.com. It gives the customer a few scenarios and based on their answers, they received a video suggesting which refrigerators might be a good choice based on their criteria. Oil of Olay does something similar and it's an effective use of video.

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Permalink Reply by Steve McNamara on October 30, 2008 at 1:06pm

Hi Ben - everyone:

Ever hear of a company, "Marketing Experiments"? I think they bought Marketing Sherpa from Ann Holland a few years ago. Anyway - about a year ago they conducted an experiment to test how well video performed. As best I can recall, the test was to convert prospects on a "offer / landing" page with and without the video. They touted the results like, ""Hey dear readers, this video really works, increasing conversions 10% - at a cost that was much less than the extra profit earned". Something like that.

But I notice they don't use video themselves. So what does that tell you? Sherpa doesn't use video either, although they tested some stuff which was admittedly GARBAGE.

MarketingProfs used to publish a viedo article now and then, and they told me that the VA's worked well. But again, they are not using any video now, that I know of.

We have a promo video on our site, and frankly it doesn't seem to do much for us. In fairness, it is out of date, and poorly produced. That said, a new version is way low on the list of "Things we can do get the most bang for our buck."

That's my quick take.

Cordially, Steve

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Permalink Reply by Ben Watson on October 31, 2008 at 12:56pm

Interesting. I have heard from other people that they do not get good response / numbers from video. Then you talk to an advertiser or media person who says they are getting phenomenal engagement. The lack of standards and approaches seems to make the response so varied.

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Permalink Reply by Donna Bulford on October 30, 2008 at 6:55pm

pre roll definitely has the best CTR so far/// any campaign that I have run with mid and post roll have gotten totally bashed by users and the CTR is weak. Also companion ads with the banners and other ad units on the page of the player also perform way above average. all of these campaigns I talk about are on NON UGC content and only pro sumer or pr quality entertainment content.

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Permalink Reply by Ben Watson on October 31, 2008 at 12:58pm

I agree that pre-roll still gets the highest click rate as well. I was talking with Tim Avila, the Yaho! video ad product manager who I used to work with, and he says that the plain clickable video format from Yahoo is driving amazing numbers as well.

Streaming vs polite download approaches seem to elicit different response types and levels for sure.

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