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Online Video to Threaten Traditional TV Spots? Well No Kidding...
Thursday, November 15, 2007
I cam across a few posts this morning from the OMMA Video conference that took place in Hollywood, California yesterday. In an article by Eric sass at Online media Daily he reports,
"IT'S ANYONE'S game" in video advertising, according to Todd Stevens, the executive producer and co-founder of Expanded Books, speaking during a panel discussion on video production during the OMMA Video conference Wednesday. Stevens' fellow panelists said online ads are poised to disrupt the traditional TV ad business.
Well no kidding. Online ads are poised to disrupt the traditional TV ad buisiness? Uh, I have news for you, they already have. Online video is cheaper than traditional TV ads and has the ability to reach the entire globe. It was only a matter of time that online ads would transition from the Web to people's TV sets. However this may not be a trend that continues as advertisers look for better interception points to engage consumers. Not online with online video clips, but look for mobile advertising to include video that originated online. TV, like radio before it is becoming less popular with the masses. Don't think so? Well the fact that major networks are putting their shows online and that the amount of time spent online has increased dramatically the past ten years, TV viewership will continue to decline.

New technology makes online video an attractive outlet for many advertisers. You don't have to be a professional director to edit and submit a video to YouTube or Metacafe.

So for agencies who are looking to provide the best ads for their clients, you may want to remember that the users are in control. User generated content such as user generated videos are where it's at. Not storyboards for 30 second TV spots.... User generated content tends to be more creative anyway. Even the SuperBowl ads over recent years have been boring. (OK well there are a couple of entertaining ones, but they didn't make me want to go out and purchase their products... so how effective were they?) Online video and online advertising through video will continue to be a more effective way of intercepting target demographics. As placement of online video ads improves, so will the effectiveness of online ads.

For the traditional TV advertisers who do not like change, keep advertising on TV, keep spending your advertising dollars on expensive TV ads, just know that your competition is looking online, saving money on ad budgets and potentially reaching more prospective consumers. Advertisers quite often make the mistake of focusing on ROI when thy should be focusing on the end user, brand awareness and brand engagement.


posted by Jody @ Thursday, November 15, 2007  
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