Advertisers Are Still Missing the Mark With Online Video

Good POV on the traps marketers can fall into when creating “online video.” Worth a read as we build content to run across social/dot com/banners/etc…

From AdAge:

Online video advertising should be ushering in a new golden era for our industry. Except its not, because most of the ad business is focused on the wrong things.

There are essentially two areas of discussion that dominate the conversation when it comes to online video. Both are tethered to the Mad Men world of “things we’ve always done.”

The first is pre-roll — putting spots in front of content. We focus on this because it’s what all the big agencies are set up to do and it’s where the dollars are.

The second is the creation of branded content. Another page from the history books. We did it with soap operas. Red Bull seems to have made it work. Let’s do it again. We focus on this because people who work in advertising all secretly wish we worked in Hollywood.

These are important opportunities for sure, but to limit our attention to them is myopic.

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