While the most common form of online video advertising is "pre-roll" advertising, meaning ad messages viewed before the requested video, one model that has proven quite effective is video advertising that resides on a web page, where visitors can "interact" by playing the clip.
That’s the view of Jeff Marcus, chief technology officer at 24/7 Real Media, the global powerhouse that ties marketers to websites along with many other sophisticated digital solutions.
He says that Discovery is a good example of a site which provides the visitor the choice to click-on videos that are of interest. He says these videos are much more effective than text ads on static web pages.
In our interview, he also speaks about the imperative of "behavioral targeting" — getting the right video content to the right consumer. It’s the big challenge for the advertising industry, he says.
We’ll see Jeff at Streaming Media West in a few weeks.
— Andy Plesser with Kate Lyon
Pre-Roll/Post Roll — What is Madison Avenue Going to Do? Really good article on this topic in today’s Wall Street Journal by Brian Steinberg.
Robert Scoble Declares: "Pre-Roll Really Pisses People Off!" — The superstar blogger/vlogger says he’s delighted he has a sponsor for his new Scoble Show — he doesn’t want "stupid video advertising" before his show. He thinks that virtually all Web 2.0 advertising doesn’t work — won’t be an ROI. Check out his post today. Harsh!
Well, in our post last night, we reported on a new study from Forrester Research that found that "pre-roll" advertising can be "annoying." (Those analysts are a bit more delicate with their language!)
NewsGator Partners With nbbc to Integrate Video Content Into RSS Feeds for Launch of Online Video Service — Very exciting news about NewsGator hooking up with nbbc. We have a great interview NewsGator CEO J.B. Holston on the new syndication deal – will publish it soon. Plus Beet.TV goes to NBC headquarters at 30 Rock for the scoop on nbbc. Stay tuned.
24/7 Real Media, Jeff Marcus, Interactive Video Advertising, NBC, nbbc
