New Media - Same ol' Mistakes

Marketers are still trying to apply old rules to the new game. Thinking online video ads can be approached like TV ads is a mistake. In fact, a recent study noted that half of all respondents stopped watching online videos once they encountered in-stream advertisements (I know I would have done the same). Expecting viewers to sit through a 15-30 second commercial before getting to the actual content is not realistic in the online world. Heck, people don't even like watching commercials on TV and thanks to DVRs 53% of people don’t have to.

As with everything 2.0 there are some marketers that do this better than others -- those who are experimenting with using just a corner of the screen or placing the ads in separate screens all together are headed in the right direction. I think that there is a place for online video advertisements but we need stop thinking it's just a new kind of TV and come to the boardroom with a fresh new approach. The focus needs to be about making the ads relevant and non-disruptive.

YouTube Video Ads (Powered by Google)

It's the Google mashup of AdSense and YouTube videos and it's about time! In my experience AdSense and AdWords have consistently been up there with the most cost effective, lead generating marketing programs. Google has set the standard on non-intrusive design and placement of relevant ads on the web. That's why it's not surprising to see they've done the same with videos.

Thanks to Ekalavya, a contributor on the WATBlog for this clip showing what the video ads look like:



Many questioned the YouTube purchase amid all the trouble with the networks, etc – but if Google can figure out how to effectively use YouTube to enhance their core offering, I think you’d have to call it a win. Google reinvented the art of making money on the internet and YouTube is arguably the most powerfully viral internet app since MySpace and before that, Hotmail. If Google can take full advantage of YouTube to serve ads, I pity da fool that has to compete with them in the ad wars.