MTV Networks believes it has found a better answer
for short-form online video advertising than the derided 30-second
pre-roll. AdWeek has the details.
Shorter video ads prove better: MTV
Wider Web Watching
My 13 year-old son burst from boy’s sizes to men’s in one summer. In the blink of an eye he sprout like prize-winning produce at the county fair. Online video consumption experienced that kind of growth spurt in the last year. The kind of video being consumed is provides a clue on how you can tap the power in this trend.
Eighty-four percent of consumers surveyed recently by Advertising.com said their viewing of online video in the last year either increased or stayed the same. The survey reported the most viewed category was news clips (49%) followed by music videos (47%) and movie trailers (33%). TV programming and user-generated video accounted for 26% and 21% respectively.
Before you can influence consumers, you have to get their attention. Attracting that attention boils down to saying something interesting to THEM. News clips were the top viewed category because we feel connected to news. Meanwhile, network television programs ported to the web only edged out user-generated video by 5%.
Get the point?
Your customers want it real and it better really relate to them. Lucky for you, getting video online is easier than ever. With a meager investment, you can establish relationship with customers face-to-face.
Yes, production values are a factor–but not the most important factor.
Good now beats perfect later.
The age of SISOMO
No rules. No formulae. No best practices. It’s a new world and no one has a clue.
That’s the take Saatchi & Saatchi CEO Kevin Roberts puts forth in a presentation made in his keynote address to Ad:Tech. He sees us living in an age of screens where SIght, SOund and MOtion (SISOMO) have converged to create a new advertising landscape; "good stories well told, emotion, humor and music–in other words, sisomo." (See an excerpt of his presentation here.)
While he packages it nicely, what Roberts sees as new are timeless principles in a shiny new wrapper. Calling for making emotional connection in advertising is about as edgy as me telling my 3 year-old to "use your words." (instead of sounds and pointing)
He makes an important: we’ve moved from permission marketing to attraction marketing. ASKING consumers to please give us their time (permission marketing) is a quaint notion rooted in an era when we HAD time to give. In the compressed age we’re living in, ATTRACTING consumer attention means giving them a more appealing idea capable of preempting the one they have now.
Here’s a hint: the idea they’ll find more appealing is not about you.