Tuesday, March 13, 2007

Can Media Mavens Legitimize Short Video?

Media gurus Michael Eisner and Mark Burnett are touting short form video as the next big thing for big media and user generated content alike. Having A-listers work on online video could be enough for advertisers to become believers.

Burnett of Survivor fame has been doing game shows and short-form video for several years with Yahoo, and now he's teaming with MTV to encourage users to make parodies of movies. The best videos will be shown during the MTV video awards. I can't wait to see Elton John starring as The Queen or Britney as Little Miss Sunshine.

Eisner has a production company that is producing 90-second serials that will generate revenue from pre-roll, post-roll and product placement. While Prom Queen might be pushing the audience's limit for advertising, a success could spur more advertisers large and small to delve into video.

One category geared up for video ads is the automotive industry, which has been taking its slick TV ad talents online. From auto dealers to classifieds to the Big 3, auto is spending online in a big way.

Within a year advertisers will have no fears about producing video ads and matching it with professional and amateur content. While most folks are projecting money moving from TV online, I bet a fair amount of search marketing dollars will shift to video.

Posted By John Gartner at 02:48 PM
Permanent Link: Can Media Mavens Legitimize Short Video? | Comments (0)

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