Online video has always felt to me like one of those technologies where brands have varied massively in their commitment to innovate.
That was kind of understandable until the last couple of years, as YouTube and video streaming (NetFlix, NOW TV,4OD etc) are now so pervasive.
With brands committing to more online video advertising, it’s obvious the technology will be maturing. In effect, what’s possible on your website should now be possible in an online video ad.
As web viewers aren’t captive in the same way live TV viewers are (even they can go and make a cup of tea), advertisers have to get cuter at delivering changing and tailored ad content that is essentially fun or useful enough to be voluntarily engaged with. A tall order?
Well let’s look at what can be achieved? Here are a few examples, mostly taken from Innovid, who I chatted to last week.
For many advertisers, when it comes to ad formats, bigger and bolder is better. And for good reason: many consumers are blind to ads, so to get their attention, ads really have to stand out.
But as much as advertisers say they want new ad units that will stand out, they apparently aren't impressed with the bigger and bolder units the Interactive Advertising Bureau (IAB) unveiled in 2011.
Though 2012 showed promise, it was clear that no brand had yet to create a compelling experience in the mobile space.
The so-called 'year of mobile', almost a cliché at this point, turned out to be anything but.
Facebook's upcoming IPO will likely go down as the richest technology IPO ever - but that doesn't mean that the company's continued success is guaranteed.
In fact, the world's largest social network may miss its Q1 revenue target.
A year ago, AOL was prepping plans to launch new ad formats. Its initiative, codenamed Project Devil, was designed to provide ads that are more eye-catching and engaging than 'normal' ads.
As we detailed at the time, the ads would be up to four times larger and "be enabled with new functionality, with room for a photo gallery, a video, coupons, Facebook or Twitter updates or maps".
Project Devil was seen as crucial to AOL, which had been seeing significant double-digit declines in ad revenue. If AOL CEO Tim Armstrong was going to turn the company around, it seemed that the new initiative's success would be crucial.
Last week, however, we learned that AOL's new ad formats aren't finding as much tracking as hoped.
As wonderful as the internet is for marketers, the digital media landscape is still very challenging.
From a lack of standards to metrics that don't really seem to provide much in the way of insight, marketers often have to balance the power of the internet with the flaws present in marketing.
But the IAB doesn't think it has to be that way. It recently collaborated with Bain & Company and MediaLink LLC to develop Making Measurement Make Sense, "an ecosystem-wide initiative" that seeks to improve digital media measurement.
What's the best way for advertisers to reach consumers on the web? For
advertisers grappling with ad blindness, there are two possible
options. The first: develop more efficient ways to interact with
consumers online. The second: make it harder for consumers not to tune
out your ads.
Not surprisingly, while advertisers experiment with the first option, they're also pinning their hopes on the second.
Google AdSense is a popular monetization tool for many online publishers. And for good reason: it's quick and easy to set up. If you have a website, AdSense gives you the opportunity to start earning money almost immediately.
But many publishers don't maximize their AdSense earning potential. Here are six easy ways to make sure that you're getting the most out of AdSense.