What do you get when you combine a $500,000 online video buy with a $2.6 million TV campaign? A 14% percent boost in reach, an 18% jump in frequency and an 11% reduction in the cost of the impressions. Or so says YuMe, the online video network that partnered with Nielsen to study effectiveness of a cross-platform campaign
According to Mediapost, streaming video ads for the Super Bowl XLVI videocast will be more than the average TV-based Super Bowl ad, around 1.5 times as much. What does that say about the importance and maturity of online video advertising
During my recent tour of Machinima, I got a chance to talk to a lot of great people, including company CEO Allen DeBevoise. One of the topics we spent some time discussing is video advertising and video monetization--how Machinima makes money from their videos and how the future of "content as marketing" is very bright indeed.
It seems like every day I wake up, I'm reading about an ad company that had a very good 2011, has taken their company through another round of investing, and getting support from all sorts of venture capital.
Advertisers' main goal in online video is getting a relevant ad to the right kind of video so that the audience is more likely to watch it.
At the same time I sent out my questions about how 2011 went down for online video advertising I also asked the industry luminaries what they thought would be big in 2012. Across the board in both video and ads I think that politics will be a major factor, after all, it's a quick, easy way to reach the masses and with more people watching video online than voting in the last presidential election, it might be the best way to get those people out to the polling stations. Some other things I think that will continue to be major drivers include contextual targeting of content for placement on complimentary videos and..
I polled the big brains in the industry to get their thoughts on how 2011 went down with regard to online video advertising, what they thought went as expected and what came out of the blue, what trends were strong and what will continue going on into 2012. Of course, if you subscribe to the Mayan calendar, who cares because the world ends in just 350 days until the end of the world
