Scott Gendelman writes about Online Video April 30, 2010
Posted by Mark Blei in : Uncategorized , trackbacks society has dictated since the introduction of broadcast TV in 1946, us Americans love TV. We love our sports, soaps, dramas, cops/detectives, celebrity cooks, history, weather, news, movies, and reality shows so much, we actually found other media vehicles to watch them in instances when we’re apart from our beloved TV sets.
In fact, we often kid around and say “What would we do without TV?” Interestingly, there are countless answers to this question (input your other favorite things to do here).
Today, we (consumers) love watching our favorite content on the web, and our mobile devices. The convenience (despite the teeny tiny screens) cannot be ignored and is simply a huge part of our everyday lives nowadays. It’s completely normal to now see a train full of commuters heads-down with their mobile device browsing, watching, reading, listening, laughing and steering (insert your favorite racing game here) to pass time on their way home to their next favorite screen (and to their friends & family of course).
As this trend/way-of-life swells (see the below eMarketer stat), so too will the advertising opportunities. To allow our favorite content providers to scale their businesses and continue to provide us with mindless entertainment on-the-go, they need money! Enter the dragon….or the advertisers ! We’ll continue to see more and more advertisements embedded within our favorite content. Great for some, and annoying for others. Nonetheless, it’s what will fuel the content we love so much.
As an advertiser, the online video landscape provides a unique, well-targeted, scalable, and measurable media format to deliver an ad/message with much greater consumer engagement (vs other online ad formats). At Dynamic Logic, we’ve seen a surge of video ad units as part of our clients’ media strategy. With that comes the want and need to understand how exposure and interaction with online video ad units (vs other online ad formats) impact brand measures (and other online behaviors thru our partnership with Compete).
If you’re planning to include online video ad units to your campaigns, feel free to connect with me anytime to discuss. We have some interesting norms to share, and I’d be happy to learn more about your objectives and ultimately help develop a measurement strategy that will specifically address the objectives and challenges faced.
Scott Gendelman
Dynamic Logic
312.577.4066
Scott Gendelman and his wife Lauren
Comments»
Scott,
This is a good article. As a fundraiser, I am often trying to find compelling reasons to add online solicitation as part of the solicitation/marketing mix, and am evaluating video applications as part of that online communication piece.
BTW, great picture of you and your wife. My best wishes to you and your lovely family!
jg3
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