 |
|
|
|
|
|
EXCERPTED
The Big Picture for Advertisers Web 3.0 Media Brands. Is video the holy grail of advertising on the Internet? Is it the ultimate solution for publishers trying to make money publishing on the Internet? To listen to the talk in the advertising trade press, the answer would have to be yes. But achieving success on the Internet with video content supported by video advertising is elusive. Selling advertising to support video content in its most common current form is challenging because most publisher have put their video content in a ghetto where it will not receive the maximum amount of traffic. And let’s be clear: Video, like all forms of advertising, is valued based on impressions. The good news is you do not have to have video content to run video ads. In time, video will not be considered so much a different form of advertising delivery; it will be a part of a continuum of advertising display strategies ranging from still, quiet images, to long-form product information video. Video is best thought of in three separate but related concepts. First is how and where it is displayed — let’s call that Ad Formats. Second, is how it is measured and how video advert  ising is priced. Third, is Delivery Mechanisms for how ads can be served.Video Ad FormatsWith the invention and adoption of Adobe Flash, it is possible to put content delivered with sound and motion into an ad unit (space) on almost any Web page. The recent campaign by Apple Computer attacking Windows, with the two actors representing Steve Jobs and Bill Gates, is a great illustration. In it, two ad units were on the same page; a leaderboard at the top, and a large rectangle on the side below it, were synchronized to deliver graphics with motion and sound. That is video. But neither unit was the proportion of a television screen.So video can be delivered in any ad position on the page through Flash. It is most commonly delivered in the medium rectangle IAB unit, which is quite close to the proportional dimensions of a TV screen. Thinking about selling video advertising this way has the advantage of being exposed to all the users of the site, not just the readers who we refer to below, who access specific video programming. On the other hand, this sort of video has the disadvantage that many publishers will not allow it to be launched with sound. And without the user initiating the sound, it’s a silent film until it attracts enough attention that the user/reader clicks on the sound button to hear what they are missing. min’s Internet Sales Guidebook: Managing and Marketing Web 3.0 Media Brands was written by Dan Ambrose, managing director of ambro.com corp., in collaboration with min. Click here to order a copy of the book. Excerpted Archives COMMENTS
|
 Manager, Digital Media, NCC Media
PR Director, The Knot Inc. Online Digital Ad Sales Executive, eMedTV Media Jobs | Job Alerts | Post Your Resume min Social Networks
Join us on  Follow us on  White Papers
Get even smarter -- download a white paper today.
Featured White Papers: Internet measurement of ad-noting: Sampling and Statistical Issues By MRI Successfully Building Communities for Your Business By Ripple6 ... more Whitepapers min Contests
min Press
 Twitter Best Practices for Media Companies
 Events Calendar
March 25, 2010 Using Facebook to Grow Your Audience, Your Customer Relationships and Your Online Business Learn More April 7-8, 2010 The 3rd Annual Digital Media Measurement & Pricing Summit Learn More April 19-21, 2010 Ad-Tech Learn More |
.jpg)
Internet Sales Guidebook| Copyright © 2010 Access Intelligence, LLC. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Access Intelligence, LLC is prohibited. For more details please see Terms and Conditions. |
