Is the Future of Video Advertising Now?
Publishing Executive has an article in this month’s issue about rich media and how publishers are using it in various ways. They asked me to contribute to the story, and one of the questions I was asked pertained to rich media advertising and how publishers’ Web sites can take advantage of this type of creative.
A recent conversation I had with a marketing manager from a large manufacturing company made me realize that companies like the ones I mentioned in the article have a long way to go to reach and educate marketers chomping at the bit to go “beyond the banner.” Sure, the top 50 or top 100 large advertisers are testing this stuff, but publishers’ advertisers that are not the elite big-spenders need to know more about these opportunities. Consider these marketers the long tail of ad buying, smaller companies that spend less but when grouped together spend just as much as the big boys.
Generally speaking, rich media advertising isn’t that new as marketers have been using Flash creative for years now. What’s showing up more recently is the use of video. The folks at EyeWonder are doing some impressive stuff, and Xerox recently launched a campaign that included a bunch of Publishing Executive’s sister sites using AccelaCast inbanner creative. The campaign’s click-thru rate is in the single-digit percentages.
The Web video space continues to be dominated by Google, which recently announced a plan to use overlays in YouTube videos. Google’s pending acquisition of DoubleClick will get an added push as it gets the rich media and video product Klipmart, which DoubleClick acquired last summer.
Publishers also should be catching on to the idea that they can create quality video and use it for more than trade show round-ups, Q&As or vlogs. For instance, the Baltimore Sun has hired its own videographer who among other things creates commercial footage that has a lot of great uses and potential for success. There’s no reason magazine publishers shouldn’t be doing the same thing.