For some time now, I have been telling people that what will really stop video advertising from blowing up to reach the lofty targets folks like eMarketer are calling for is not advertisers’ desire to experiment with online video, but rather, a shortage of compelling content to advertise alongside and mainly, compelling creative.
That’s right, if you think repackaging a 30 second TV ad for the Web will work, you’re wrong. Don’t get me wrong, I am not saying TV ads don’t work online, but I am a web video guy and instinctively I pull the laptop plug out of the socket when a 30-second pre-roll comes on, let alone close the browser window.
Valleywag - the Debbie Downer of the industry (in the sense that while many are in ga-ga mode, Valleywag actually seems to present a more sober perspective) - quotes Doubleclick CEO:
David Rosenblatt, in the process of selling the online advertising broker to Google, says there are only about a hundred big advertisers experimenting with online video commercials. That compares with up to 5,000 buyers of graphical ads on the web, and a full million buying text ads on Google and other search engines.
That’s unsurprisingly true and logical, but could that be because any primate can create a campaign with text ads, but display ads - or rather, appealing display ads - take longer to develop and video ads even longer?
Worth asking… at WatchMojo.com, we’re rolling out our creative services for made-for-web video ads… drop us a line if you’d like to learn more. Here’s a couple of our first ads for our first creative client.
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