Looks as though rich media and search - the two "hottest" online marketing technologies right now - are going to join hands.
From a press release today:
The IMPAQT Intelligent Landing Page (ILP),
designed to work with paid search, will allow companies to dynamically
deliver a targeted rich media landing page containing multiple video,
audio and/or interactive Flash applications when the searcher selects
a Paid keyword ad. The ILP automatically captures both click-stream
and on-page analytics in real time as the searcher enters and
interacts with the page.
Rich Media for search - I didn't see it coming. No talk of costs yet. I'll keep you posted.
According to Media Post today, Viewpoint and Dynamic Logic are teaming up to study the effectiveness of video advertising on the Web.
Sounds like a worthy project, doesn't it?
The ads to be studied, however, will be "mostly repurposed TV ads." And they'll be comparing how people react to them on the Web versus television watching.
Huh? Does that really make any sense?
I've said it before, and I'll keep saying it until someone actually listens.:-) The Web is NOT television! People have different expectations of the Web, don't they? Shouldn't the advertising reflect this difference as well?
This is really frustrating, folks! Let's start doing ads made for Web consumption, and then see how THEY perform compared to TV. I guess that makes too much sense.
I love streaming video, and I love the possibilities it gives small businesses to level the playing field when it comes to marketing and advertising.
That being said....
What is it with anyone and everyone getting on the "video bandwagon?" Does anyone really want to watch videos of other peoples' kids doing incredibly stupid stuff when they can watch their own? Or watch a poorly made video of a guy teaching YOU how to change the oil in your car? Or see someone's pet trying to roll over?
I know...I know....there's an audience for anything at least once.
The premise behind Know It All Video is to create " the world's largest niche-oriented video library of Instructional Videos, Personal Video Diaries, Humor Videos, Performance Videos, Short Film and Family Videos, the site invites its visitors to communicate with like-minded individuals on a variety of topics on a video platform that offers tremendous advantages over traditional blogs and chat sites."
What happens when the novelty wears off and all those videos are left orphaned and abandoned? What a waste of bandwidth.
The Online Publishers Association study on Web video usage came out today. More than 25% of regular internet users watch a video feed of some kind at least once a week. One in twenty users said they watch every day.
Broadband penetration is obviously a key to the successful penetration of online video.
The response to video ads was truly outstanding, and the demographics of the people watching those ads are an advertiser's dream.
Take a look at the study - it's well worth your time.
In an interesting article today in ClickZ, Pete Lerma wonders if advertisers should be worried about ad blocking software. He mentions Firefox in particular, as its newfound popularity keeps soaring. It has a built-in ad blocker.
There are a lot of Internet purists who think all content should be free. Those of us running businesses know better, and I don't even think the free content argument has any merit at all.
So, how do we engage the consumer and encourage ad watching instead of blocking? I hate to sound like a broken record, but creativity and innovative thinking are the keys to the kingdom.
We need to encourage and reward "guerilla" marketing and multimedia efforts. How many times can people watch a repurposed TV ad without wanting to use an ad blocker? What is holding people back?
I'd love some answers.