WebVideoReport on Advertising Rates for Online Video
January 27, 2008
WebVideoReport has a very good report on video ad rates being charged by various types of web sites (from trades to entertainment to local news). You can see the article here.
The structures range from flat fee sponsorships to specific CPMs which range from $15 to $100. While the latter part of the range is high and specific to some Hearst-Argyle properties, it does show that this is a market with strong revenue potential. Read more
In-Video Web Advertising is the Future of Television Advertising
January 27, 2008
Strategic communications programs are best executed using a variety of tools that allow for specific targeting in terms of editorial, context and audience. However, this is still a huge challenge when trying to communicate key messages via television advertising. TV ads can still be too broad as compared to other communications tools (e.g., search engines, direct mail etc). However, if online video is any indication of the future of television, the day is near when television ads are used for highly targeted communications. Read more
Higher Consumer Engagement Online is the Future of Television
January 27, 2008
Strategic communications programs are best executed using a variety of tools that allow for specific targeting in terms of editorial, context and audience. However, this is still a huge challenge when trying to communicate key messages via television advertising. TV ads can still be too broad as compared to other communications tools (e.g., search engines, direct mail etc). However, if online video is any indication of the future of television, the day is near when television ads are used for highly targeted communications. Read more
The Web Video Distribution: Know Your Communities
January 27, 2008
I drew this chart up for a company wanting to better understand the different types of video and community sites for building video viewer communities. I thought this be of use if you need to explain (or better understand) how there are not just video sharing sites, but multiple categories of community sites where companies may post and build communities of viewers. Read more
Web Video Drives Shift from Destination to Distribution Marketing
January 27, 2008
As I sit here and analyze a client’s video content on third party entertainment sites, it seems that web video is accelerating the shift away from pushing people to branded online destinations is over. With Web video, the era of distributed branded material may have truly arrived as we focus more on driving branded content like Web video to existing online communities. Read more
