This link has been bookmarked by 6 people . It was first bookmarked on 03 Sep 2008, by Gonzalo Martin.
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05 Sep 08
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Online video now boasts a bigger audience than cable television, but its $1 billion in ad dollars is a fraction of the $70 billion in broadcast wealth many assumed would be redistributed.
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Michel BauwensOnline video now boasts a bigger audience than cable television, but its $1 billion in ad dollars is a fraction of the $70 billion in broadcast wealth many assumed would be redistributed.
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03 Sep 08
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Gonzalo Martinelementos de errror en la publicidad asociada al video online
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Old model won't fit
You see, online video is not TV. Sorry to state the obvious, but even though we all know it's a very different medium, we are trying to force-fit it with a television ad model. Publishers are trying to divert TV ad dollars to online video platforms and feel the need to use the same language and formats as TV. They do this thinking it will help them bridge the knowledge gap and convince TV media buyers to shift their dollars. -
People use them differently. TV attracts watchers, while online video attracts users.
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They become part of the experience, not simply observers -- not unlike the difference between TV and video games. You don't watch video games, you play them
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So why are we treating this inherent strength of the medium as a weakness? Even worse, why are we blindly accepting that the best way to build online-video markets is by applying an ad model from a completely different medium?
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Because that's where marketers put their money. They see video on new boxes and think, "Hey, it's another place to put my video" and miss out on the real strength of the medium. Even worse, online-video companies feed this mentality by trying to showcase what the marketers think they want -- "quality content" -- and dismiss the entire feedback system that tells them what the users are actually doing.
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The gap is between what people are actually doing and what advertisers think people should be watching. These two things are simply out of synch, and until we get them aligned, the market will putter along, with many lost opportunities.
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02 Sep 08
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ate the obvious, but even though we all know it's a very different medium, we are trying to force-fit it with a television ad model. Publishers are trying to divert TV ad dollars to online vid
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