Archive for July, 2010

More people watching television shows online

Thursday, July 29th, 2010

Since the introduction of YouTube and general online video there has been a large audience for online video. However with the ability for a large amount of websites being able to support full length programmes and movies, there has been a dramatic increase in the amount of people opting to watch videos online, with particular regards to television programmes (on a player such as BBC iPlayer) and full length movies.

“A growing portion of the video audience is watching TV shows and movies online, reflecting a shift in the content mix from short user-generated clips to full-length professional content…
Technology companies are also seizing an opportunity to market devices that take advantage of the consumer’s desire to merge the online and TV viewing experiences. These trends are creating an environment in which online video will continue to thrive well into the future.”
http://www.emarketer.com/Report.aspx?code=emarketer_2000684

The large increase in online video viewers should have a dramatic impact on online video advertising, as Reelseo have recognised, online video has become a global phenomenon. Advertisers must considers this as a massive opportunity to embrace online video advertising, in particular interactive video which has statistically been shown to have a higher impression rate that standard online video advertising.

“Online video even topped mobile marketing and SEO in regards to priority in those budgets.
Considering the fact that some 177 million Americans watch some form of video online each month and that they saw some 4.3 billion video ads in June, is it at all surprising that budgets are on the rise for all manner of online video, ads or not?” http://www.reelseo.com/online-video-advertising-anymore/

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What does iVdopia launch of V5 (the first HTML5 video platform) mean for online video advertising?

Thursday, July 29th, 2010

What does  iVdopia launch of V5 (the first HTML5 video platform) mean for online video advertising? Well it is claimed that the V5 will allow advertisers to use a single video advert on a large majority of media applications, i.e Smartphones such as the iPhone. Which had previously required different adverts, due to there ‘inability’ to support Adobe flash player. It is described by iVdopia as a

““create once, run anywhere” tool, the V5 enables advertisers to overcome the operating system restrictions within the fragmented mobile device market and deliver the most compelling form of video advertising to the rapidly growing number of users across Smartphones.”

http://cirnews.wordpress.com/2010/07/28/ivdopia-launches-html5-video-ad-platform/

The possibilities that V5 offers for advertisers, publishers, affiliates, etc, could be quite exciting, in terms of a larger target demographic for their online video advertisements. Particularly as such a large majority of people own iPhones, iPads, and other such portable devices.

“With the launch of V5, we have extended video advertising to every screen to take advantage of the rapidly growing audience numbers on non-Flash devices.” http://cirnews.wordpress.com/2010/07/28/ivdopia-launches-html5-video-ad-platform/

For Coull video performance network the V5 could enable the ability for the innovative interactive advertisements that Coull creates for numerous large advertisers, and publishers, to be viewed on a wider scale. Especially as it has been found by Google research that people tend to respond fair more to creative interactive adverts, which is what Coull enables online video adverts to be http://research.google.com/pubs/pub36496.html.

However V5 has also been receiving its fair share of negative publicity in regards to its actual capabilities. Therefore there is perhaps an uncertainty about the pending release of the V5 for world wide Internet usage. However if it can eventually do all of the things that iVdopia has promised then it could, potentially, extend online video advertisement audiences massively.

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The increasing demand for interactive video advertising

Tuesday, July 20th, 2010

It is becoming ever more apparent, particularly through statistics from eMarketer that advertisers, news channels etc, are opting to spend more and more of their advertising budgets on online interactive video advertising. Perhaps due to the lack of people watching television during prime time hours, preferring to spend their time online.

“Video is now the fastest-growing segment of the Internet advertising market. Digital video amounted to $477 million in revenue in the first half of 2009, up 38 per cent from the same time period in 2008, according to the Interactive Advertising Bureau….

Analysts say they expect the flow of online advertising dollars to video to continue. The research firm eMarketer projects 35 to 45 per cent growth for the segment for each of the next five years, topping out at $5.2 billion in 2014.”

http://www.nytimes.com/2009/11/11/business/media/11adco.html?scp=3&sq=online%20video%20advertising&st=Search

Google seem to have noticed the potential market for interactive video advertising and are aiming to use YouTube as a potential testing ground for interactive videos, as Sam Diaz considers in his blog on ZDNet. In which he mentions the ever increasing growth in demand for interactive video advertising, and how Google aims to use YouTube as a place to support this.

“Just as YouTube became the de facto testing ground for the Internet’s user-generated video crowd, it’s also becoming the testing ground for online video ads. Online video advertising is in its earliest stages but there seems to be no doubt that it will be a core driver of revenue growth as new doors open.
The company is looking at new ways to place ads in the content, to make them more interactive using the computing platform in a way that television commercials are not. Likewise, the company is looking at new ways to personalize advertising, meaning that a teenager might see one ad while a grandparent sees another.”

http://www.zdnet.com/blog/btl/youtube-finally-turning-corner-in-online-video-advertising-potential/36802

Google are currently in meetings with Coull’s CEO Irfon Watkins in Chicago. With regards to Coull’s innovative Engage Affiliator offers publishers a way of adding products to objects in a video. Furthermore they are pushing for Coull as a video partner in their future endeavours with interactive video advertising.

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