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BREAKING NEWS & VIEWS
Motor Trend Launches Top 10 Auto Video ChartsTuesday, December 15, 2009 Online video ad spending is one of the digital segments poised for the sharpest growth in the next few years, and Motor Trend is hoping to track and profit from this revenue shift with its new Motor Trend Top 10 Video Auto Ads Chart. This rundown of the most-viewed promotional videos from the auto industry will appear online each week and monthly in the print issue. The chart is being maintained in a partnership with Visible Measures, the video metrics company that also tracks viral video for digital advertisers. Visible Measures calculates the reach of an online video by tracking its viewing whether it is in a pre-roll slot attached to formal Web content or if it is distributed virally. Tracking auto ads would seem to be an odd pursuit for a consumer-facing publication. After all, isn’t ad popularity more of a media insider sport? But a chart like this also gives Motor Trend readers the opportunity to see in one spot some of the most creative long-form promotions from the auto industry. For instance, this inaugural list is topped by a two-minute clip from Volkswagen that chronicles the transformation of a subway staircase into an oversized piano keyboard (433,000 views in the first week of December). A Mini ad is a longer-form comedy piece set in lovers’ lane with a former Sopranos' cast member. In essence, Motor Trend is using the new platform of online video to repackage ads as entertaining content. Brand marketers are using the online video platform to move well beyond the traditional 15-second and 30-second interruptive ad formats of television. Online, these "spots" have become branded entertainment designed for viral distribution. The viral distribution model of the Web theoretically challenges the traditional role of specialized media in aggregating audiences on behalf of advertisers. Online, the advertisers have the opportunity to address these audiences directly and circumvent traditional media. Motor Trend's new features show how publishers still have a role in helping these brands collect audiences around the new branded entertainment format. “The Motor Trend Top 10 Video Auto Ads Chart will reveal which videos really connect with the online audience,” says magazine editor-in-chief Angua MacKenzie. “As more and more automakers employ online video in their marketing strategies, it is becoming an increasingly competitive and highly creative media segment.” If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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