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Making Online Video Advertising Work

It is encouraging, at least, that with Internet video advertising and not just applying a different form of the traditional model online.

The two current predominant Web video advertising models are the tradition interruption method in the form of either a preroll or an ad in the middle of the video. The other form of video advertising is the overlay ad that Google introduced on their YouTube videos.

But both methods are still forcing commercial messages on an audience that hasn’t specifically asked for those messages. Like traditional TV advertising, it’s a crap shoot. You’re likely to reach people who will be receptive to your message, but the vast majority will either ignore it or be annoyed by it.

Keyword search-based advertising has taught people that, like nearly everything else these days, advertising can be consumed on the audience’s terms, not the advertiser’s.

If you’re going to depend upon third party content to find your audience, you’ve got a delicate balancing act to do.

The trick to really making video advertising work is to eliminate the actual advertisement entirely and replace it with hyperlinked product placements. Instead of being assaulted by a commercial message you didn’t ask for, you would be able to mouse over any video element to discover ads. So, for example, if you really liked the tie a character in the video you are watching was wearing, you could click on that tie and be brought to the merchant’s purchase page for that tie.

What we need is a video markup language that allows us to create interactive video. The World Wide Web Consortium‘s Synchronized Multimedia Integration Langauge () is the most likely vehicle to accomplish this.

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About David Erickson

David Erickson is principal of e-Strategy Media, a digital marketing consultancy based in Minnesota. David has extensive experience in digital marketing and is often used as an expert source by media and asked to speak on the topic before organizations and to sit on panel discussions.

4 Comments

  1. taulpaul on March 17, 2008 at 8:22 00 pm CDT

    This is kinda already happening. See viddler.com and their flash player technology. It’s not very far off when you’ll be able to put seo tracking tags into notes on the timeline that works much like flickr notes.



  2. taulpaul on March 17, 2008 at 1:22 29 pm CDT

    This is kinda already happening. See viddler.com and their flash player technology. It’s not very far off when you’ll be able to put seo tracking tags into notes on the timeline that works much like flickr notes.



  3. Cindy Szponder on March 18, 2008 at 2:31 00 pm CDT

    I have to say, I’d much rather have the option of clicking through on items of interest that I see in a video than having the video interrupted or ads flying through it. Advertisers are going to have to follow a more content-oriented style if they hope to do anything except turn off potential purchasers.



  4. Cindy Szponder on March 18, 2008 at 7:31 17 am CDT

    I have to say, I’d much rather have the option of clicking through on items of interest that I see in a video than having the video interrupted or ads flying through it. Advertisers are going to have to follow a more content-oriented style if they hope to do anything except turn off potential purchasers.



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