Online video advertising is about to explode. The next big wave will be the placing of short commercials – either before as so called “pre-roll” or after a video clip has been seen, as “post-roll.” Advertising won’t be appropriate for all video clips, for sure, but this looming development represents a solid business model for content developers, both big and small.
Several video sites are inserting video into clips and sharing revenue with content producers. Some of the pioneers include Revver, Brightcove and Google Video.
Forrester’s Charlene Li believes that in addition to these sort of tacked-on clips, there needs to be advertising around the clips, on the pages surrounding the video, which are relevant to the content of the video being watched.
To succeed in placing relevant ads in "context" next to video clips, publishers need to actually search the content of the video or audio, not just the metadata or text tags.
Charlene says we’re in the “dawn” of marriage of video search and advertising. She is impressed with progress in this direction from Blinkx.TV.
— Andy Plesser
Coming Clean: Forrester Research is a former client of Plesser Holland, publishers of Beet.TV
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Video search, Online advertising, Forrester Research, Charlene Li, Blinkx.TV, Pre-roll online video, Post-roll online video
