Monday, March 12, 2007

Video Needs to Go One on One

Just as blogging tools have enabled anyone to become a publisher, video tools are enabling anybody who cares to run their internet TV channel, and every TV channel to make themselves available online. While video generally receives a higher CPM than print, today's video channels are struggling for respect as the audience measurement and targeting features are still being developed. Just as text websites are using geotargeting and cookies to identify their audience, so can video sites use demographic information to deliver ads on the fly. Broadband company Narrowstep offers dynamic advertising against short or long form videos, including content from many European TV channels. We'll soon have anoverwhelming number of video channels to choose from. Being able to match viewer interests with appropriate advertisers like Narrowstep's ability to insert video ads dynamically is an effective way to monetize the long tail of content. Since they will never approach the millions of eyeballs that TV can provide, IPTV companies should generate the most revenue from each video stream by making sure that the ads for feminine protection products aren't going to single males. By collecting user demographics through registration data and tracking video ad click throughs, webcasters can approach the one-to-one marketing that makes both sides happier.

By John Gartner at 12:39 PM | Comments (0)

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