Wednesday, February 28, 2007
Local Video: Ahead of Its TimeLocal companies can now buy pre-produced video advertisements, but the Spotzer service may be ahead of its time.
Spotzer is making generic ads for businesses such as law firms that will run in local markets determined by the advertiser. The same ad can run in different local markets without causing a conflict,
according to Marketwatch's Bambi Francisco.
Local advertisers are vastly under utilizing online resources today, and the directories have much work to do to create websites that are compelling for consumers and advertisers. Since display, search, and keyword advertising is still unfinished business, local video advertising will have to wait.
Producing video is getting cheaper, but it is out of many small businesses' reach. Local businesses who are still learning about online are rightly nervous about jumping into video (unless they already have experience in TV) but that is just a small fraction of the market.
Finally, where will the video ads run? Spotzer has deals with Yahoo and other media companies, but they should get deals with the TV affiliates to increase their inventory on video-heavy sites.
By John Gartner at 01:12 PM | Comments (1)