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The rules for advertising alongside short-form video
Marketers who jump into online video by running 30-second pre-rolls in front of the traditional television programming that is now available online have taken an important first step. But it is only a first step.
On television, the commercial break is under assault -- from DVRs, DVDs, audience fragmentation and the fact that many of us simply tune out. Online, the commercial break ultimately doesn't translate and will be a short-lived approach to tapping into a long-term opportunity.
The online video opportunity is about creating new ways for marketers to actively engage their target consumers, cultivating new forms of creativity and facilitating new levels of interaction with content. There's no doubt that TV -- like all media -- will at some point be predominantly delivered via an internet pipe. But the real opportunity in online video has nothing to do with delivering the same shows to the same viewers using the same ad model. It's about short-form video entertainment, which is distinct -- in every way -- from online TV.
Read the full story in iMedia Connection
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