It’s getting so you cant tell the advertiser from the content producer from the medium anymore. It’s no secret that big brands are looking for ways to put their video ads online.
- Video advrtising online is hot, hot, hot.
- Video content owners are getting more aggressive about controlling online distribution.
- Meanwhile, traditionally big TV advertisers are experimenting with user generated video AND hosting video on their own sites.
Which end us up? Who’s buying? Who’s selling? Who’s making? Who’s distibuting? Everbody grab a camcorder and a Web server and let’s make some money!!
Why all the fuss over online video? Same reason robbers rob banks…
That’s where the money is
Read DoubleClick research here: “Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales,” said Rick Bruner, research director at DoubleClick. “The results show that there are clear ROI advantages to placing video ads. We expect to see strong growth in the number of companies reaping the benefits of online video advertising in the coming months and years.”
Rumors from Phoenix: NFL may restrict local newspaper websites from carrying press conference or interview footage.
From Sports Business Journal via Paid Content: The league may bar use of video from weekly coaches’ conferences and from interviews during practice. NFL spokesman Greg Aiello, referring to newspaper sites, : The issue “is what, if any, amount of the interview footage should be allowed on Web sites since it is NFL content.” The league could use team sites and its own NFL.com, now in house.
The possible complete ban and a review of the sidelines ban are on the agenda for the NFL owners’ meetings this week in Phoenix.
Meanwhile, sponsors are looking for ways to distribute video ads
Frito Lay’s user generated videos drive huge traffic to advertiser Websites.
From CNET News.comFrito-Lay received more than 1,000 submissions, its online gallery of submissions received 600 million views during Super Bowl week, and the contest was covered in numerous news reports, including TV news shows in which anchors munched on Doritos on the air. The campaign was so successful Frito-Lay plans to do more Web-based consumer-involved projects, including putting two new flavors on the market and letting people vote online for which should become the newest Dorito chip, according to McDonell.
600 million views for ads that Dorito’s didn’t even make! Now that’s worth a look:
This is really interesting. Television audiences are fragmenting, and so brands and agencies are looking for ways to keep making video ads (cuz that’s what they like to do). At the same time the NFL is waking up to the realization that it can distribute its own news (and harness Web traffic to make sponsor money); but NFL sponsors, like Dorito’s, are learning that they can let fans make ads for the brand and host those ads on the brand Website. The NFL is disintermediating newspapers at the same time the brands are disintermediating both the sports channel and the traditional media.
What a glorious mess! Underneath it all I’m beginning to think that consumers (i.e. people) are actually in charge!
As always, this chaotic media malay reminds me of two Far Side cartoons.
Remember the one with the two bears in the circus cage. The ringmaster is in the background cracking his whip…and one bear, holding a muzzle in his paws, say, “Say, these things just snap right off!”
The other one showed two soldiers defending a fort from attacking Indians in the old west. One soldier looks to the other and says in surprise…”they’re lighting their arrows…can the DO that?!”
Amazing what the Internet is doing to level the playing field and create new opportunities for all of us to rethink the value we deliver to people. Otherwise we don’t deserve to get paid.
This just in: Wall St. Journal to Host Microsite for UPS
