Online Video Ads May Not Work
February 26, 2010
“Are TV Ads Obsolete in the Online World?” summarized some comments made by online video experts at Beet.TV’s online video roundtable held earlier this week. After reading the article, I concluded that ads in online video are not working. One panelist from Revision3 said:
Louderback said Revision3’s viewers respond most positively to endorsements from a show host. He said that model is so effective that half of his viewers have bought products from some a company sponsor. (Other panelists pointed out that star endorsements represent, if anything, an even more old-fashioned model than the 30-second video ad — as Louderback acknowledged, it’s “very Ed Sullivan.”)
Google has invested significant efforts in inventions for video advertising. If my take away from reading this article is accurate, Google’s plans for a repeat of the revenues success of AdWords in YouTube.com may go off the rails. The many players in online video may have to find new monetization methods because the costs of playing the online video game can be high, very high.
Stephen E Arnold, February 26, 2010
No one paid me to write this. Because I mention video, I believe I have to report non-payment for an arts related story to the Library of Congress. Remember? American Memory.
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