A little chuckle every now and then is a good thing. The advertising industry thrives on controlling their customers and maximizing revenues with that control. They're frantically trying to stuff the video genie back into the bottle, and it ain't working.
In the "Video Insider", Steve Robinson points out the problem involved in trying to control a market where anyone can play, anytime they choose and the rules don't matter.
Steve remarks that, "despite collaboration among many members of the media ecosystem and the Internet Advertising Bureau to create a comprehensive set of guidelines and standards for in-video advertising and make the promise of broadband-delivered and interactive video a reality, every publisher still has its own video player implementation". They just hate that when that happens.
Of course, the objective here is to squash any form of free enterprise and "make Internet video a sound business". That is, of course, one that can have the entry gates controlled by the advertising industry.
Continuing to harp on the mantra that makes advertising only 50% effective, Steve says, "On the Internet, video publishers want higher CPMs and more value for their content". Unfortunately, Steve is wrong. Smart businesses want to know what's actually going on with their advertising and how it is being received. They want to know about "duration", not how many times a click happened. How interested were my viewers, not how many.
If you want more value for the content, produce video ads that people like to watch. Unfortunately, large corporations are slow to change. They can't measure duration because they're still locked into the old progressive download video models, so they can't measure anything except hits and clicks.
They're slow to change because it's all about the Benjamins. Progressive download video is dirt cheap and makes a lot of money when you wrap it in magic words like "CPM" and "standards". It benefits the seller tremendously and doesn't benefit the advertiser much at all.
Steve refers to the ability of anyone with a video camera and a streaming video account as "technical chaos" because they aren't lining up to pay the gatekeepers.
He is absolutely correct when he says, "All of us realize Internet-delivered digital video allows for more advertising engagement and consumer satisfaction than television. Ad avails are unlimited and ad formats will continue to evolve as the combination of software tools and creativity drive innovation for new and more captivating ad experiences".
Steve makes a last ditch plea to get that damn genie back in the bottle when he says, "But if we don’t get ahead of the technical chaos issue we will drown, and the efficiencies, accessibility and scalability of the Internet advertising ecosystem will be unrealized". The "we" in there is, of course, the advertising business.
We think anarchy is a good thing and makes evolution happen faster. By all means, let the huge corporations continue on in their tried and true lumbering ways and develop those standards that they should all live by.
As for the rest of us that are not not listed on NASDAQ or the Stock Exchange, march on! Get yourself a video producer and make some nice commercials. Utilize businesses like Global Video Technology to measure the duration of prospect interest in your message and hone your message. You have the ability to control your own message and it's distribution. You CAN improve on the 50% failure rate of traditional advertising, and save a ton of money in the process.
Watch your sales flourish as the biggies continue to debate which video ad sizes should become the standard and whether they should continue to annoy the hell out of sales prospects with pre-roll ads.
What are you waiting for? Start learning about how video advertising can work for you today!
Thursday, May 29, 2008
Thursday, May 22, 2008
Are You Still Rewarding Failure?
In an article published in the Online Video Insider, Gregory Wilson points out, "In the non-digital age, we knew that half of all the advertising that ran didn’t work.
In the non-digital age, agencies were paid well regardless how feeble or magnificent their efforts.
If an ad didn’t work, agencies blamed many factors. Not surprisingly, the creative itself was seldom on the top of the list."
I didn't know that, but I'm happy to say that we, at Global Video Technology, were ready to take advantage of the power of the digital age from Day 1 with our product.
Mr. Wilson continues,"If viewers click in to watch something, it’s probably because they are interested. How long they stay interested, can be measured as duration." The duration is the difference in time between the time the person began watching the video and when they stopped watching the video.
Mr. Wilson seems to think that the day is coming when the advertising agencies will be held accountable for delivering more duration, rather than less.
At Global Video Technology, we stopped monetizing failure right from the start. Our customers only pay for the exact amount of time their videos were watched, to the ten-thousandth of a minute. In addition, they can see the exact amount of time all their video viewings were used and determine whether or not it is a bad ad very easily.
Mr. Wilson loves the concept of "duration. We do too. That's why we took it into account when we developed our product FOUR YEARS AGO. Our customers have been able to evaluate duration for quite a while.
If you're considering video for your business advertising, or you're unhappy with your current video advertising, come over and check us out.
In the non-digital age, agencies were paid well regardless how feeble or magnificent their efforts.
If an ad didn’t work, agencies blamed many factors. Not surprisingly, the creative itself was seldom on the top of the list."
I didn't know that, but I'm happy to say that we, at Global Video Technology, were ready to take advantage of the power of the digital age from Day 1 with our product.
Mr. Wilson continues,"If viewers click in to watch something, it’s probably because they are interested. How long they stay interested, can be measured as duration." The duration is the difference in time between the time the person began watching the video and when they stopped watching the video.
Mr. Wilson seems to think that the day is coming when the advertising agencies will be held accountable for delivering more duration, rather than less.
At Global Video Technology, we stopped monetizing failure right from the start. Our customers only pay for the exact amount of time their videos were watched, to the ten-thousandth of a minute. In addition, they can see the exact amount of time all their video viewings were used and determine whether or not it is a bad ad very easily.
Mr. Wilson loves the concept of "duration. We do too. That's why we took it into account when we developed our product FOUR YEARS AGO. Our customers have been able to evaluate duration for quite a while.
If you're considering video for your business advertising, or you're unhappy with your current video advertising, come over and check us out.
Wednesday, May 7, 2008
Are YOU using a streaming video serial autoresponder yet?
A recent article on "Email Insider" (http://blogs.mediapost.com/email_insider/?p=634) makes a pretty strong case for either having an elaborate mailing and tracking system for sending multiple emails to prospects, or utilizing a tool like Global Video Technology's Streaming Video Serial Autoresponder (http://www.globalvideotech.com/videoautoresponder.cfm).
The Internet has made sales cycles longer. “Selling now takes more time and resources then ever before. The sales cycle has become 22% longer as buyers are taking longer to consider their decisions. Plus, buying is being managed more professionally.” (Source: Sirius Decisions)
Longer sales cycles require more contact with the prospect, adding complexity to keeping track of who gets what mailing piece and when.
The author argues for segmentation of your email market, rather than a "one size fits all" email blast and we agree with that approach:
"Not all prospects are the same –you may have new buyers (never before purchased from your company), active buyers (or customers who are currently using one of your products) and lapsed buyers. Tailor the message for each, featuring the information you know they need to make a decision. Present the information in a compelling and credible way, and you can shorten the research phase for them (and close deals faster). Further segmentation can be done by product line or category, and by allowing prospects to select information that is most interesting to them (what we call self-segmentation)".
The Global Video Technology Streaming Video Serial Autoresponder product allows you to create individual automated sales cycles, each one containing up to 12 streaming video email messages that can be directed to each unique segment.
The timing of when to send the streaming video email is important, as the article points out:
"Cadence counts. Match your prospect email marketing to the buying cycle — send less email when your prospects are not in market, and send more when they are actively in market and researching for solutions to their problems".
Our Streaming Video Serial Autoresponder customers have the ability to control the time delay between individual mailings from one day to 9,999 weeks per mailing.
The author makes a very important point about the message being very important:
"Tap the prospect’s desire for unbiased information by presenting benefits, not features. Speak in a friendly tone, but avoid hype."
Don't play "feature poker" and describe all the whiz bang widgets your product has on it, describe how using your product will increase sales, reduce customer inventory, etc. Stress the benefits your product offers to a customer rather than the things the product does.
The author presents a very clear and strong argument for the use of a tool, like our Streaming Video Serial Autoresponder:
"Storytelling sells. Prospects are researching — that is what is lengthening the sales cycle. Use a series of email “conversations” to help them compare competitive sets (the more honest you are, the longer they stay on your site!)"
The choice really comes down to how you will manage all those email cycles. Will it be by hand, and risk missing prospects in a cycle, sending out the wrong email message to a prospect or sending late, etc.? Wouldn't it be better to have a "set it and forget it" tool that handles the messages, the list and the timing for you?
When the going gets tough, working smarter is preferable to working harder. Maybe it's time to take a closer look at the Global Video technology Streaming Video Serial Autoresponder (http://www.globalvideotech.com/videoautoresponder.cfm). We'll even let you try it out at no cost to you.
The Internet has made sales cycles longer. “Selling now takes more time and resources then ever before. The sales cycle has become 22% longer as buyers are taking longer to consider their decisions. Plus, buying is being managed more professionally.” (Source: Sirius Decisions)
Longer sales cycles require more contact with the prospect, adding complexity to keeping track of who gets what mailing piece and when.
The author argues for segmentation of your email market, rather than a "one size fits all" email blast and we agree with that approach:
"Not all prospects are the same –you may have new buyers (never before purchased from your company), active buyers (or customers who are currently using one of your products) and lapsed buyers. Tailor the message for each, featuring the information you know they need to make a decision. Present the information in a compelling and credible way, and you can shorten the research phase for them (and close deals faster). Further segmentation can be done by product line or category, and by allowing prospects to select information that is most interesting to them (what we call self-segmentation)".
The Global Video Technology Streaming Video Serial Autoresponder product allows you to create individual automated sales cycles, each one containing up to 12 streaming video email messages that can be directed to each unique segment.
The timing of when to send the streaming video email is important, as the article points out:
"Cadence counts. Match your prospect email marketing to the buying cycle — send less email when your prospects are not in market, and send more when they are actively in market and researching for solutions to their problems".
Our Streaming Video Serial Autoresponder customers have the ability to control the time delay between individual mailings from one day to 9,999 weeks per mailing.
The author makes a very important point about the message being very important:
"Tap the prospect’s desire for unbiased information by presenting benefits, not features. Speak in a friendly tone, but avoid hype."
Don't play "feature poker" and describe all the whiz bang widgets your product has on it, describe how using your product will increase sales, reduce customer inventory, etc. Stress the benefits your product offers to a customer rather than the things the product does.
The author presents a very clear and strong argument for the use of a tool, like our Streaming Video Serial Autoresponder:
"Storytelling sells. Prospects are researching — that is what is lengthening the sales cycle. Use a series of email “conversations” to help them compare competitive sets (the more honest you are, the longer they stay on your site!)"
The choice really comes down to how you will manage all those email cycles. Will it be by hand, and risk missing prospects in a cycle, sending out the wrong email message to a prospect or sending late, etc.? Wouldn't it be better to have a "set it and forget it" tool that handles the messages, the list and the timing for you?
When the going gets tough, working smarter is preferable to working harder. Maybe it's time to take a closer look at the Global Video technology Streaming Video Serial Autoresponder (http://www.globalvideotech.com/videoautoresponder.cfm). We'll even let you try it out at no cost to you.
Wednesday, January 9, 2008
Online Video Attracts Six Out of Ten Internet Users Weekly
Online video is becoming a normal part of everyone's viewing habits. People actively seek out video content and are very receptive to it. Perhaps this is a good time to consider using streaming video in your own marketing efforts. Learn more HERE.
Source: http://blogs.mediapost.com/research_brief/?p=1614 (Posted January 9th, 2008 by Jack Loechner)
According to the latest Horowitz Associates report, Broadband Content and Services 2007, six out of ten high speed Internet users watch/download online video content at least once a week and 86% do so on a monthly basis, compared to 45% and 71%, respectively, in the 2006 study. News and user-generated, non-professional content are the most often viewed genres, followed by movie previews/trailers, music videos, and previews/segments of TV shows.
Weekly viewing of full episodes of television shows doubled from last year, with 16% of high speed Internet users watching TV online on a weekly basis.
(This is a strong indication that viewers are willing to watch longer video content, as long as it's interesting. Stop thinking in terms of TV ad spots for your advertising. Entertain and inform viewers about your products or services and get them involved with interactive content alongside your video).
Penetration of video-enabled handheld (portable) devices is on the rise as is viewing of video content on these devices. 27% of Internet users have a cell, iPod/MP3 player, or PDA with video capability, and an additional 23% do not have this capability but are interested in getting it.
Among those with video-enabled handheld devices, 35% watch video on their devices at least weekly and 62% do so at least monthly, translating to 18% of Internet users overall who watch video content on a handheld device at least monthly. This figure is up from 8% just one year ago.
Howard Horowitz, President of Horowitz Associates, Inc, concludes that "There is a dynamic relationship between broadband access, broadband content and broadband consumption… bringing more consumers to the platform… (which) creates an even greater demand (and expectation) for broadband video… the data suggest that broadband video is not cannibalistic to linear video, but rather, an enhancement to the consumers' 'traditional' TV experience."
(An opportunity exists to place your advertising in the hands of a viewer, no matter where they are, AND know who that viewer was and their email address. Video email on a PDA is a very powerful marketing tool, and we can provide that to you. Learn more HERE.)
Source: http://blogs.mediapost.com/research_brief/?p=1614 (Posted January 9th, 2008 by Jack Loechner)
According to the latest Horowitz Associates report, Broadband Content and Services 2007, six out of ten high speed Internet users watch/download online video content at least once a week and 86% do so on a monthly basis, compared to 45% and 71%, respectively, in the 2006 study. News and user-generated, non-professional content are the most often viewed genres, followed by movie previews/trailers, music videos, and previews/segments of TV shows.
Weekly viewing of full episodes of television shows doubled from last year, with 16% of high speed Internet users watching TV online on a weekly basis.
(This is a strong indication that viewers are willing to watch longer video content, as long as it's interesting. Stop thinking in terms of TV ad spots for your advertising. Entertain and inform viewers about your products or services and get them involved with interactive content alongside your video).
Penetration of video-enabled handheld (portable) devices is on the rise as is viewing of video content on these devices. 27% of Internet users have a cell, iPod/MP3 player, or PDA with video capability, and an additional 23% do not have this capability but are interested in getting it.
Among those with video-enabled handheld devices, 35% watch video on their devices at least weekly and 62% do so at least monthly, translating to 18% of Internet users overall who watch video content on a handheld device at least monthly. This figure is up from 8% just one year ago.
Howard Horowitz, President of Horowitz Associates, Inc, concludes that "There is a dynamic relationship between broadband access, broadband content and broadband consumption… bringing more consumers to the platform… (which) creates an even greater demand (and expectation) for broadband video… the data suggest that broadband video is not cannibalistic to linear video, but rather, an enhancement to the consumers' 'traditional' TV experience."
(An opportunity exists to place your advertising in the hands of a viewer, no matter where they are, AND know who that viewer was and their email address. Video email on a PDA is a very powerful marketing tool, and we can provide that to you. Learn more HERE.)
Tuesday, July 3, 2007
"Streaming Media" Magazine Bets On The Wrong Horse
Imagine my surprise. I thought "Streaming Media" magazine was all about video delivered from intelligent streaming video servers, not progressive download video "streaming" from a Web server.
Well, their June/July 2007 issue clarifies the position with their article entitled "Streaming Vs. Progressive Download" by Doug Mow, Tom Gilley and Dane Atkinson. I can't provide a link because the current magazine edition is not online yet.
Those of you familiar with the use of RTSP (Real Time Streaming Protocol) will find humor in a magazine called "Streaming Video" telling you that progressive download video is the cat's pajamas.
Their reasoning seems to be based upon the concept that user-created content, ala "YouTube" is Web 2.0 in action and is the coming standard.
Frankly, we hope not. YouTube videos are amateurish and very low quality. On the other hand, you don't need expensive video servers. Any old Web server will do.
Their distinction between streaming video and progressive download is on the money, but they err when they tell people that video seen with Windows Media Player is streaming video. If it comes to you from a Windows Media Server, it is true streaming video. If it's a file type on a Web server that your file associations say must be viewed with Windows Media Player, it's progressive download. The same is true with Real Player.
They compound the error when they tell you that all Quicktime videos and all Flash videos are progressive download videos. That's 100% incorrect. Some are, and some are not. It depends on what serves the video to you. Once again, if it's a Web server providing the video to you, you're looking at progressive download.
Under the category of scalability, they claim that streaming video has fixed bandwidth. Wrong. Intelligent video servers test the bandwidth available to the viewer several times per second, and adjust the stream rate to provide the best quality viewing. Progressive download video does none of that. It throws it over the fence and you see whatever your current bandwidth allows.
They claim that streaming videos pause to buffer and progressive download videos never do. The reverse is the truth. There is a very slight pause at the beginning of a streaming video presentation while the video server determines the optimal stream rate for you. After that, the streaming video never pauses to buffer. Progressive download video will pause to buffer if the incoming bandwidth drops low enough to allow the video buffer on your computer to empty.
This pausing to buffer is quite common with progressive download video because nothing is monitoring available bandwidth. The Web server tosses over the video, as Web servers are programmed to do, and then goes on to other tasks.
Streaming video has a limit to the number of simultaneous viewers, just like a Web server has a limit to the number of requests it can handle simultaneously. The solution, in both cases, is the same. Cluster servers. Basically, these are servers containing duplicate data that share the incoming and outgoing loads.
They also claim that progressive download video provides a better viewing experience. Realistically, I think "equivalent" is probably a better term, but only for short videos.
There is a video term known as "audio/video sync". This is the coordination between the audio track and the video track to insure they always synchronize. This can't happen with progressive download video because it's tossed out by a non-persistent Web server and never monitored again. The "mouth moves, but there's no sound" is a characteristic of progressive download video, and one of the most famous problems with long videos.
Streaming video synchronizes the audio and video tracks all the way through the video, regardless of the length.
The authors mention Digital Rights Management (DRM) and correctly state that streaming video has it built in, while progressive download offers no security in that area.
The authors think it's better for the public to be able to take any video they can find, do whatever they like with it and send it to whoever they choose. That's a really powerful ability of progressive download video, because it offers no Digital Rights Management.
I shudder when I think of all my misguided AOL friends that send every joke they get to everyone in their address book, including me. Imagine the effect on getting your email when they start sending you lots of long videos that must physically download to you first. Having your email take 30 minutes or more to get it all in so you can read it may become a common event.
I can send someone "Gone With The Wind" in a streaming video email. It will take a few seconds for the email to arrive and a second or two after opening the email, the 3+ hour video will begin to play, right in the email, in most cases.
See an example for yourself HERE. (Unfortunately, GWTW is copyrighted, but this one will give you the idea).
When the authors discuss cost for streaming video, it's in terms of you owning all the hardware and bandwidth, not simply using it. Using that analogy, connecting to the Internet would be very expensive because you'd have to lease a high bandwidth line, purchase and install the Web server software/hardware, establish the DNS, etc., etc. Fortunately, you can simply connect to an ISP at a far lower cost because you're sharing the resources with a lot of other people.
Guess what? You can also do the same thing with streaming video. No hardware costs, no software costs and no technical knowledge required. A very low bandwidth fee per minute covers it all. For the real scoop, CLICK HERE.
The authors claim that, at the end of the day, the customer just wants his video out there. We think they're dead wrong.
At the end of the day, and every day thereafter, all customers want to know the same thing, "am I getting value for my money"?
What can progressive download offer you? The number of "hits" on the file (a.k.a. "impressions). We believe that "HITS" is an acronym standing for "How Idiots Track Success".
Well, OK, we can also tell you the IP address of anyone that watched it for at least 1 microsecond. Still no good. All AOL users, for example, will show as being in Virginia because that's where AOL is located. Is "somebody, somewhere watched my advertising video for some unknown period of time" good enough for you? OK, then progressive download video is for you.
Woo Hoo! Someone saw your video! Who? How much of it did they watch? Can you capture the email address of the viewer and store it in a warm leads database or spreadsheet?
If you're using progressive download video, the answers are "no idea", "no idea" and "no". Streaming video provides that very useful information to you, in our case, at no additional cost.
The bottom line is that if all you want to do is make videos with your Web cam that others can download, alter at will and send to anyone they like, use progressive download.
If you're advertising a product, trying to create a brand and want to know who sees your advertising and how to reach them directly, progressive download video is not for you.
Let me know what you think on the subject. Posting comments is simple.
Well, their June/July 2007 issue clarifies the position with their article entitled "Streaming Vs. Progressive Download" by Doug Mow, Tom Gilley and Dane Atkinson. I can't provide a link because the current magazine edition is not online yet.
Those of you familiar with the use of RTSP (Real Time Streaming Protocol) will find humor in a magazine called "Streaming Video" telling you that progressive download video is the cat's pajamas.
Their reasoning seems to be based upon the concept that user-created content, ala "YouTube" is Web 2.0 in action and is the coming standard.
Frankly, we hope not. YouTube videos are amateurish and very low quality. On the other hand, you don't need expensive video servers. Any old Web server will do.
Their distinction between streaming video and progressive download is on the money, but they err when they tell people that video seen with Windows Media Player is streaming video. If it comes to you from a Windows Media Server, it is true streaming video. If it's a file type on a Web server that your file associations say must be viewed with Windows Media Player, it's progressive download. The same is true with Real Player.
They compound the error when they tell you that all Quicktime videos and all Flash videos are progressive download videos. That's 100% incorrect. Some are, and some are not. It depends on what serves the video to you. Once again, if it's a Web server providing the video to you, you're looking at progressive download.
Under the category of scalability, they claim that streaming video has fixed bandwidth. Wrong. Intelligent video servers test the bandwidth available to the viewer several times per second, and adjust the stream rate to provide the best quality viewing. Progressive download video does none of that. It throws it over the fence and you see whatever your current bandwidth allows.
They claim that streaming videos pause to buffer and progressive download videos never do. The reverse is the truth. There is a very slight pause at the beginning of a streaming video presentation while the video server determines the optimal stream rate for you. After that, the streaming video never pauses to buffer. Progressive download video will pause to buffer if the incoming bandwidth drops low enough to allow the video buffer on your computer to empty.
This pausing to buffer is quite common with progressive download video because nothing is monitoring available bandwidth. The Web server tosses over the video, as Web servers are programmed to do, and then goes on to other tasks.
Streaming video has a limit to the number of simultaneous viewers, just like a Web server has a limit to the number of requests it can handle simultaneously. The solution, in both cases, is the same. Cluster servers. Basically, these are servers containing duplicate data that share the incoming and outgoing loads.
They also claim that progressive download video provides a better viewing experience. Realistically, I think "equivalent" is probably a better term, but only for short videos.
There is a video term known as "audio/video sync". This is the coordination between the audio track and the video track to insure they always synchronize. This can't happen with progressive download video because it's tossed out by a non-persistent Web server and never monitored again. The "mouth moves, but there's no sound" is a characteristic of progressive download video, and one of the most famous problems with long videos.
Streaming video synchronizes the audio and video tracks all the way through the video, regardless of the length.
The authors mention Digital Rights Management (DRM) and correctly state that streaming video has it built in, while progressive download offers no security in that area.
The authors think it's better for the public to be able to take any video they can find, do whatever they like with it and send it to whoever they choose. That's a really powerful ability of progressive download video, because it offers no Digital Rights Management.
I shudder when I think of all my misguided AOL friends that send every joke they get to everyone in their address book, including me. Imagine the effect on getting your email when they start sending you lots of long videos that must physically download to you first. Having your email take 30 minutes or more to get it all in so you can read it may become a common event.
I can send someone "Gone With The Wind" in a streaming video email. It will take a few seconds for the email to arrive and a second or two after opening the email, the 3+ hour video will begin to play, right in the email, in most cases.
See an example for yourself HERE. (Unfortunately, GWTW is copyrighted, but this one will give you the idea).
When the authors discuss cost for streaming video, it's in terms of you owning all the hardware and bandwidth, not simply using it. Using that analogy, connecting to the Internet would be very expensive because you'd have to lease a high bandwidth line, purchase and install the Web server software/hardware, establish the DNS, etc., etc. Fortunately, you can simply connect to an ISP at a far lower cost because you're sharing the resources with a lot of other people.
Guess what? You can also do the same thing with streaming video. No hardware costs, no software costs and no technical knowledge required. A very low bandwidth fee per minute covers it all. For the real scoop, CLICK HERE.
The authors claim that, at the end of the day, the customer just wants his video out there. We think they're dead wrong.
At the end of the day, and every day thereafter, all customers want to know the same thing, "am I getting value for my money"?
What can progressive download offer you? The number of "hits" on the file (a.k.a. "impressions). We believe that "HITS" is an acronym standing for "How Idiots Track Success".
Well, OK, we can also tell you the IP address of anyone that watched it for at least 1 microsecond. Still no good. All AOL users, for example, will show as being in Virginia because that's where AOL is located. Is "somebody, somewhere watched my advertising video for some unknown period of time" good enough for you? OK, then progressive download video is for you.
Woo Hoo! Someone saw your video! Who? How much of it did they watch? Can you capture the email address of the viewer and store it in a warm leads database or spreadsheet?
If you're using progressive download video, the answers are "no idea", "no idea" and "no". Streaming video provides that very useful information to you, in our case, at no additional cost.
The bottom line is that if all you want to do is make videos with your Web cam that others can download, alter at will and send to anyone they like, use progressive download.
If you're advertising a product, trying to create a brand and want to know who sees your advertising and how to reach them directly, progressive download video is not for you.
Let me know what you think on the subject. Posting comments is simple.
Tuesday, June 19, 2007
Wait 24 Months For What Exists Today
In a shining example of how "you don't know what you don't know" can hurt you, consider this startling revelation.
In a MediaPost Commentary, Gavin O'Malley reports that Colleen DeCourcy, chief experience officer at JWT, when asked what agencies in dire need of digital expertise should do, said, essentially, "wait".
"We have 24 months before finding digital talent becomes really easy," DeCourcy explained during the American Association of Advertising Agencies' first-ever Digital Conference last week.
At the rate that Internet and digital technology evolve, there won't be any need for advertising agencies to start looking for talent in 24 months. In 24 months, there won't be any clients of any substantial numbers needing digital advertising services, like online video. They will have already been doing it for a long, long time.
Global Video Technology, for example, has been providing streaming video email and streaming video on demand services, with real time statistics tracking, for over 2 years. They recently added streaming video email autoresponders and support for sales pipeline management. They also offer two methods for bulk emailing; one for those with a list and one for those who use database marketers.
Imagine where companies like this will be in 24 months. The advertising agencies need to wake up to reality very soon.
In a MediaPost Commentary, Gavin O'Malley reports that Colleen DeCourcy, chief experience officer at JWT, when asked what agencies in dire need of digital expertise should do, said, essentially, "wait".
"We have 24 months before finding digital talent becomes really easy," DeCourcy explained during the American Association of Advertising Agencies' first-ever Digital Conference last week.
At the rate that Internet and digital technology evolve, there won't be any need for advertising agencies to start looking for talent in 24 months. In 24 months, there won't be any clients of any substantial numbers needing digital advertising services, like online video. They will have already been doing it for a long, long time.
Global Video Technology, for example, has been providing streaming video email and streaming video on demand services, with real time statistics tracking, for over 2 years. They recently added streaming video email autoresponders and support for sales pipeline management. They also offer two methods for bulk emailing; one for those with a list and one for those who use database marketers.
Imagine where companies like this will be in 24 months. The advertising agencies need to wake up to reality very soon.
Friday, June 15, 2007
How Pre-Roll Can Kill Your Own Video Advertising
Les Luchter provides an interesting insight in a recent article.
He mentions the already "traditional" online format of pre-roll is suffering from too few advertisers buying up lots and lots of inventory. This is indicative of the trouble the advertising industry is in, trying to figure out what kind of animal this video stuff is.
Pre-roll is already considered a "traditional" form of video advertising, while the industry still argues over whether 15 second pre-rolls or 30 second pre-rolls should be the "standard".
In our previous posting, we pointed out that highly experienced people, like Doug McFarland Of ScanScout have said that pre-roll is a broken model because it ignores the fact that the Internet is all about viewer choice.
Gee, guess what's happening now in the world of pre-roll ads? If you guessed a handful of advertisers latching onto an enormous amount of video inventory, give yourself a gold star.
The result? Targeted marketing takes a bath. So much for behavioral marketing techniques, huh?
A really funny mention in the article is Will Richmond, the president and founder of Broadband Directions, who wondered why, although he receives other Internet ads targeted directly to him, he keeps seeing pre-rolls for tampons.
This is a perfect example of why consumers will click off pre-roll ads they can't fast forward past, and completely miss your advertising message.
Why does it make sense to take a few pennies for showing the pre-roll and lose your profit margin on your products because people hate the pre-roll ads?
Let's be careful out there!
He mentions the already "traditional" online format of pre-roll is suffering from too few advertisers buying up lots and lots of inventory. This is indicative of the trouble the advertising industry is in, trying to figure out what kind of animal this video stuff is.
Pre-roll is already considered a "traditional" form of video advertising, while the industry still argues over whether 15 second pre-rolls or 30 second pre-rolls should be the "standard".
In our previous posting, we pointed out that highly experienced people, like Doug McFarland Of ScanScout have said that pre-roll is a broken model because it ignores the fact that the Internet is all about viewer choice.
Gee, guess what's happening now in the world of pre-roll ads? If you guessed a handful of advertisers latching onto an enormous amount of video inventory, give yourself a gold star.
The result? Targeted marketing takes a bath. So much for behavioral marketing techniques, huh?
A really funny mention in the article is Will Richmond, the president and founder of Broadband Directions, who wondered why, although he receives other Internet ads targeted directly to him, he keeps seeing pre-rolls for tampons.
This is a perfect example of why consumers will click off pre-roll ads they can't fast forward past, and completely miss your advertising message.
Why does it make sense to take a few pennies for showing the pre-roll and lose your profit margin on your products because people hate the pre-roll ads?
Let's be careful out there!
Subscribe to:
Posts (Atom)
