Good Read: Drake Morton

The ‘Cadillac’ of Online Video Advertising

by Alex Rowland , Wednesday, February 24, 2010

Most online video advertising today sucks. It essentially comes in two main flavors: annoying (pre-rolls) and distracting (auto-play banners and overlays). And if you look at where money is being spent in online video advertising today, it is weighted heavily toward the annoying end of the spectrum.

The good news is that brands are evolving their approach to online video and experimenting more aggressively with longer-form videos that can stand on their own. In response, a new standard is taking shape that prescribes best practices to both the creation and distribution of these videos. You could call this standard the “Cadillac” of online video advertising.

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The closing paragraph

really puts this article in perspective.

These three drivers are the forces that are changing marketing. When I look at them for commonalities, one comes to mind: in each, we have to get better at knowing the people on the other side of the transaction. We have to spend more time understanding what influences our prospects’ buying decisions, how we can participate effectively in the process and how we can help satisfy their intent. All of this depends on us getting to know our prospects better. It’s not a “market”; it’s dozens — or hundreds, thousands or millions — of individuals. And we have to learn to have conversations with each of them.

The emotional bound of marketing: Drake Morton

The Shape of Marketing: 2010 & Beyond

by Gord Hotchkiss , Thursday, December 24, 2009 (more…)

Good Read: Drake Morton

Ad Dollars Flood to Social Nets

SEPTEMBER 30, 2009

Following eyeballs

The Nielsen Company reports Internet users increased the time they spent on social networks by a substantial margin in August 2009. The sites took up 17% of all time spent on the Web in August, up from just 6% the prior year.

Meanwhile, advertising spending on the top social networking and blogging sites more than doubled, jumping from $49 million in August 2008 to about $108 million in August 2009.

Please click on the Vistine Media link to see how you can make your

social networking projects really work for you.

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 Good Read: Drake Morton

Online Helps Marketers Do More with Less

SEPTEMBER 25, 2009

Making each dollar accountable.

The harsh reality of marketing in a recession: Three-quarters of marketers had their budgets cut this year, and two-thirds were expected to drive more sales with an equal or lesser budget, according to the “2009 ANA/MMA Marketing Accountability Survey” from the Association of National Advertisers and Marketing Management Analytics.

The No. 1 strategy for marketers who wanted to improve effectiveness without spending more, according to the June 2009 poll, was shifting from traditional to digital media. More than one-half of respondents also reported shifting spending away from brand-building initiatives, and 38% were putting more spending into lower-cost media.

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Interesting Stats: Drake Morton

Mobile Video Audience Grows 70% in Q209

The average American now watches an all-time high of more than 141 minutes of TV per month, and mobile and online video consumption are up significantly in the second quarter of 2009,  according to Nielsen’s latest A2/M2 Three Screen Report, which measures video consumption across TV, the internet and mobile devices.

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Interesting Information You Need to Use: Drake Morton

The Future Of Video Advertising

by Philip Leigh , Tuesday, September 1, 2009

Most everyone agrees that future video advertising will be significantly different.

At least five changes are likely.

1.  The advertising market will shrink for several years. Digital media projects that five years from now the aggregate advertising spend will be smaller than it was last year. Total advertising revenues from all modes in 2013 are projected at $245 billion as compared to $285 billion in 2008. Internet advertising will gain share from 8% to 22%.

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 You Need to Read: Drake Morton

WPP Profit Dropped 47%

in Second Quarter

More Than Half of Company’s Revenue Came From Nontraditional Advertising

By Michael Bush
Published: August 26, 2009

       NEW YORK (AdAge.com) — Using words such as “severe” and “surprise” to describe the recession’s impact on its business, WPP, the world’s largest advertising conglomerate, said today that its profit was down 47% for the second quarter. And WPP Chief Executive Martin Sorrell said it will be a while before marketing executives begin to spend and take chances the way they did just a few years back.

 ”Given the fact that we stared into the abyss six or nine months ago, people are going to take a long time to go back to where they were,” Mr. Sorrell said. “It’s going to be a long time before this generation of managers, who were managing businesses that are faced with the extinction of credit lines, severe sales compression and inventory being eradicated, begin to take risks. They won’t until they are 100% sure things are on the uptrend.”

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Did you know? Drake Morton

Beyond The 30-Second Spot: Online Video Trends   

by Chris Lawing , Friday, August 21, 2009

Brand Videos

Marketing your company online isn’t what it used to be. Words alone are not enough.  A Diffusion Group study projects that by 2013, long-form video will represent almost 70% of online-video ad revenue, up from just over 40% today.  The great attraction to this form of video is not only can company sales and marketing teams leverage a company brand video, they can push it to customers on their Web site, blog, Facebook, YouTube and Twitter accounts. Good storytelling, believability and creative visuals still make the foundation for a powerful brand video.

Whatever you call it - a brand video, company demo, video intro to your company - this online video represents what your company is positioning or selling in a dynamic way with motion and sound.  Apple showcases video right off its home page with its commercials and an iPhone demo. B&H in New York City has a SuperStore Experience video off its homepage, which showcases the store, products, and customer relations.

VerbalEyes

Video eMessaging

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Good Read: Drake Morton

The Real Big Shift in TV and Online Video

by Simon McGrath, May 19, 2009

The debate continues on Video Insider and throughout the industry: When will there be a significant shift of ad dollars from television to online video?  Most recently, Eric Franchi’s “big shift” articles captured the attention of many readers and sparked a number of responses.  That’s a sure sign of a good article and a hot topic. But as some of you expressed in your comments, I think questions about if, when and how “the big shift” will occur lead us into the wrong debate.  Granted, the Internet has emerged as a major disruptive force for the advertising and publishing industries.  If you’re a masochist and follow “The Media is Dying” on Twitter you can get minute-by-minute updates on the latest publishing death spiral, mainly with print media outlets.

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Need to Read: Drake Morton

Agencies Speak About Video Advertising Needs

by Tod Sacerdoti , Monday, May 11, 2009

Last month my company surveyed 150 video advertising media buyers about their needs, new opportunities and the future of online video advertising. After cutting through buzz-worthy sound bites about pricing (yes, it’s going down) and spending (yes, it’s going up), we found some very interesting topics come up.
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