Ha ha, thanks Bill, I thought I was finally getting it right. Darn.
Robyn
_
From: videoblogging@yahoogroups.com [mailto:[EMAIL PROTECTED]
On Behalf Of Bill Cammack
Sent: Monday, February 19, 2007 9:43 PM
To: videoblogging@yahoogroups.com
Subject: [videoblogging] Re: thoughts on this?
--- In videoblogging@ mailto:videoblogging%40yahoogroups.com
yahoogroups.com, Robyn Tippins [EMAIL PROTECTED] wrote:
url:
http://www.marketin
http://www.marketingvox.com/archives/2007/02/19/advertisers-seek-but-cant-f
i gvox.com/archives/2007/02/19/advertisers-seek-but-cant-fi
nd-enough-online-video/?rss1
note for the group: using only works on long addresses if they're
both flush against the edges of the url with no spaces.
http://www.marketin
http://www.marketingvox.com/archives/2007/02/19/advertisers-seek-but-cant-f
ind-enough-online-video/?rss1
gvox.com/archives/2007/02/19/advertisers-seek-but-cant-find-enough-online-vi
deo/?rss1
Advertisers Seek but Can't Find Enough Online Video
Despite marketers' desire to buy ads within online video, they are
having a
tough time expanding into the format, reports
http://adage. http://adage.com/digital/article?article_id=115049
com/digital/article?article_id=115049 Advertising
Age. url:
http://adage. http://adage.com/digital/article?article_id=115049
com/digital/article?article_id=115049
Interested buyers are reportedly saying limited inventory, specifically
content created exclusively for the web, is one factor that's
holding them
back. Also, the audience for web video is, to date, too fragmented
to meet
the needs of buyers looking for significant reach. The lack of a single
model for the buying and accounting of video ads is also cited as a
contributing factor.
I agree with all three of those points. The inventory is very limited
as far as content that they can use for their purposes. It's not that
there aren't tons of videos. There aren't tons of videos that they
feel they can guarantee a ROI on.
Part of the reason for that is #2, that the audience is too
fragmented. People that frequent youtube are the main audience for
youtube videos, but not necessarily any other videos. Same thing for
Revver. Same thing for DailyMotion, etc. There's too much selection
to be able to guarantee that a certain number of eyeballs are going to
be on such-and-such video. If you can't guarantee the viewers, you
can't persuade the companies to buy advertisements on those videos for
any worthwhile amount of money.
Even if you could guarantee the eyeballs (views), there are a lot of
different ways to place ads on or around videos. There's no guarantee
that if someone sees the ad, they're going to click on it. If it's a
post-roll ad, there's no guarantee the person's going to watch the
video all the way to the end. Except in a very few cases, most of
which we know about already, there's nothing that will allow
advertisers to justify making the deals they want to make.
Even if you have the eyeballs on a video, there's no way to quantify
the demographics. If a video gets 100 views and 50 of them were from
8-year-olds with no buying power and no interest in clicking on
lawnmower ads after watching a video of a kid falling off of a
skateboard, the client isn't getting ROI, and the advertiser isn't
doing his/her job properly.
A lot of the behind-the-scenes of television is testing.
Understanding the demographics. Understanding what group is likely to
watch your show from 8-8:30pm on Tuesday night. If you know a bunch
of 30-somethings are watching syndicated Seinfeld episodes (from the
data you collected in testing), you know who to go to to sell
advertising time... the companies that have products to sell to
30-somethings. You can't do that [yet] with the internet, because
there's no telling who's using what computer, and there's no telling
how many times that same person watched the same video. With
television, you know how many people watched the shows because they
all have accounts with the cable company. Maybe they all have special
boxes that take account of when they watch what and report it back to
a particular agency.
If you can't quantify the audience, you can't justify the $$,$$$
expenditure to your client. No sale. The reason Super Bowl ads are
so important is because so many people are GUARANTEED to be watching.
The ROI on the money spent on A) creating the ad, and B) buying the
air-time right before Prince performs live makes the whole proposition
worthwhile for everyone involved.
The dollars for online video buying are expected to come from television
budgets, but until the online audience expands some marketers appear
unwilling to make that shift. Estimates have buyers spending just 10
percent
of their TV budget on streaming video by 2010, with most of that
money going
toward professional content from mainstream media.
That's where your Joost and other companies come in. You can watch
television without having a television. Choose
