Wednesday, February 21, 2007
TV Ad Model Doesn't Fit Online
Rest easy networks, while online video is growing, it will take years for video advertising to get even close to TV dollars.
Advertising Age has an insightful
article about the many challenges facing online video including "fragmented audiences, limited inventory, a lack of video created specifically for the web and a still-evolving ad-buying model."
These are all legitimate issues, but the biggest challenge will be to create a new ad model that suits the medium and the consumers. The two fundamental things that are unique about online video are: syndication and niche publishing.
A smattering a video is available from many sites, but there isn't one website where you can browse video news and entertainment in any organized fashion. So content producers won't pitch a pilot to NBC.com, they'll syndicate programming to all relevant websites across their vertical niche. TV is already adjusting to the syndicated model, as you can watch this season's Heroes on the SciFi Channel.
Video ad buyers will have to get used to this new way of thinking, and video advertising networks will be the key to success. Instead of going to a TV network and buying 20 million impression for one program, they will work with one network to get the same volume across a variety websites.
The industry desperately needs someone (Blinkx, Yahoo, Google?) to step forward and create a kick-butt video search engine that serves as the TV Guide of web video using the latest Web 2.0 personalization features. This should focus on professional quality video, whereas so far user generated video content (YouTube) is getting all of the attention.
Posted By John Gartner at 12:59 PM
Permanent Link: TV Ad Model Doesn't Fit Online
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(1) Comments on TV Ad Model Doesn't Fit Online
Interesting thoughts.
I think there are a number of issues still up in the air for content producers and advertisers. Professional content producers are waiting until their content can be copyright-protected and done justice. The current and ongoing Big Media argument with Google/YouTube, while apprently bogged down in minor issues, belies the real reason they don't like it: they just don't feel comfortable with the YouTube format or sharing the stage with amateurs.
Advertisers don't much like their options online and seem to be confused about how to proceed. What I don't understand is why they need to wait for "content" from accepted producers in order to get going. There have been plenty of examples of video advertising working as content itself, branded advertainment or whatever you want to call it. Obviously content producers need advertisers to fund their material but it seems strange that brands still believe they need network material to get the maximum effective exposure for their brand.
I couldn't agree more that a decent search engine is needed for the internet. But I'm starting to think that the desire for Top Ten Lists or other engines based more on recommendation, may be more appropriate. Search is for information, entertainment requires a recommendation approach . That's why Amazon and Netflix's recommendation engines are so much more valuable than search. For models of this try The Viral Video Chart (aggregates videos that mot people have embedded), Vidmeter (across all video services) or The Online Video Guide/The Daily Reel. People still like editorial guidance - they just like to be able to queue up their programme themselves at the end of the day.
Comments by Nick Wright : Thursday, February 22, 2007 at 06:02 AM
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