Future looks bright for video ads
Runt of the advertising litter to grow up fast
The revolution will be televised but you'll have to sit through the ads first.
In the new Simpsons movie, President Arnold Schwarzenegger declares that he "was elected to lead not to read", and now advertisers are trying to ensure literacy is not a pre-requisite for consumers they target oonline.
Video advertising is set to make a significant impact on the online advertising market in the coming years, but the outlets for Irish advertisers at present are limited.
"There is a huge demand amongst advertisers, but so far the only website in Ireland selling advertising in video content to a significant degree is RTE.ie," said David Murphy, chief operating officer of Sales Online, an online advertising company.
This lack of resellers of video content is a stumbling block for potential advertisers. While many media organisations sell text content, such as news stories, for use on other websites, there is quite a large gap in the video market.
"There aren't really any individual companies producing video content to resell into websites," said Murphy. "The video opportunities aren't out there at present."
He went on to say though that the wider availability of broadband was making more companies look at video-based ads as an option, and it was likely to encourage more organisations to develop video content. The few existing providers of video-based content, such as RTE, may also look to expand their current offerings by enticing advertisers with content that is only available via the web.
Video advertising: small fry in a big pond
So while online advertising is a phenomenon of sorts in terms of its growth, at present, video is far and away the runt of the online advertising litter.
"Out of all the money spent, search-based advertising, such as Google ads, accounts for 49 per cent of the market, display and banner ads have 30 per cent of the market, while most of the rest is covered by classified ads," said Murphy.
"Video has less than one per cent f the market. It's a low base but it will grow substantially in the near future," he predicted.
Murphy's belief in the potential of online video advertising is backed up by a study carried out by research firm eMarketer, which estimates that the video segment of the US online advertising market will be worth $775m this year, up from $410m in 2006 and $55m in 2002.
A site dedicated to hosting (just) ads could be actually successful. Today, consumers use the text-web to search for product information prior to purchase ("Pull-Advertising").
Vendor Ads and "How-To Use Product X" tutorial videos could be useful to people evaluating products (and existing owners).
Push advertising is wasteful because it can't be precisely targetted. For instance, I'm only interested in seeing car commercials every 10 years or so, and will personally never buy feminine hygene products.
Yes, I know, I'm hanging my head in shame right now.
"you can get more attention and more interaction from the viewer"
Oh you'll get my attention all right. I will do my utmost to get a filter add-on for my browser, or remember to not go to that site anymore if I can avoid it. At the very least, you'll gt a mouthful of names and words you wouldn't want a child to hear, all carefully directed in your general direction, give or take the precision of an ICBM.
Media and marketing directors are all of the same ilk : they believe with fanatical strength that people want their "products", but they would most probably go nuts if they actually had to see ads like us in all the everyday activities that they have.
The day I will accept ads in every aspect of my life is the day they have giant screens along golf courses that yell "targeted" ads to the players all day long.
Go and make a coffee
If I'm going to get video adverts forced down my throat before I can access a website then, if its a site I really want to access, I'll go and get a coffee or go for a pee or something. If it's streaming adverts whilst I'm using the site then I wont use the site at all because it would drive me mad.
What's this crap that McCormack came up with: "carrying advertising presents a way to deliver this content for free,"
Free?? Its my bandwidth and I PAY for it. If I choose to go to YouTube and watch crappy (illegally uploaded) videos and use up my bandwidth then that is my choice. Using my bandwidth up to deliver video adverts to me for products I don't give two figs about is not my choice (Is it actually "stealing" my bandwith?).
Any site that forces video ads on its end users should be treated in the same way as sites that insist on playing the site owners taste in music (usually crap) all the time you are there. Delete them from your favourites and go elsewhere.
Also when McCabe stated "we expect that it will become a popular format"... popular with who?
So, video is the future eh?
echo "127.0.0.1 video.spam.cnuts.com >> /etc/hosts
.. and other methods which will prevent it from running as soon as it becomes an annoyance.