Thursday, March 01, 2007
Bad Video Holds Back Ads
A survey commissioned by ClipBlast shows that the people watching video are most frustrated by the quality-to-crap ratio on video search engines. Danny Sullivan makes some great points in his analysis of how technology can address the problem, but we can't underestimate the importance of people rating content.The problem of too much noise in video also affects advertisers, who would like to participate more in online video if they could be assured that the content that they would be advertising against isn't a) infringing on copyrights, b)doesn't contain objectionable material and c) is actually worth watching.
Perhaps ad agencies can help to connect advertisers with quality content. Agencies could form relationships with YouTube, Blinkx, and Blip.TV and find the content that is worthy of their clients investments. The video provider could suggest likely content and provide the volumes, and the agencies could pick the videos that are best suited to their needs. Agencies could catch onto to videos likely to become popular and book the ads before videos go viral and generate hundreds of thousands of impressions. Conservative companies could specify videos made only by professionals.
Advertisers want to know where they are being displayed, hence Google's announcement that it will share the websites where AdSense campaigns run. This goes double for video, where there is a high percentage of crap.
Posted By John Gartner at 01:27 PM
Permanent Link: Bad Video Holds Back Ads
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