Online Video Claims Victory: Why the Streaming Strategy Will Supersede TV
…THE MORE THEY STAY THE SAME
Geography
Marketers target their broadcast commercials by DMA (demographic market area). Marketers target online video ads to specific geographic regions through the use of the consumer’s IP address advertisers and are able to further target by country, region, state, county, city, and even zip code.
Dayparting
Marketers target broadcast commercials by daypart.
This is much the same in the online space. The IP address identifies the time zone, and the technology serves the right ad at the right time.
Run of Network buys
Marketers can opt to have their broadcast commercials shown across an entire network. This is done online by opting to have video ads shown on all the sites of a given publisher.
Program buys
Marketers target broadcast commercials by program.
Online, marketers can select to only have their ads displayed on certain channels or content types served by a publisher.
Sometimes more is better
The online environment and the very nature of the technologies that provide video content to users provide additional targeting opportunities to marketers that were previously not available.
Demographic segmentation
In the event that the content provider collects user profiles, marketers will be able to target in very granular ways. Age, gender, household income, musical tastes, favorite sports teams, etc.
Publisher content segmentation
Marketers can target content types with far greater accuracy than they could with traditional television. For example, an advertiser may find that their power market is East Coast Arena Football League games that hit a score of 40 of points or more.
Cross network buys
In a single transaction, marketers can place their ads on multiple networks.
No slotting fees
The ease and automation provided by the Internet video ad serving platforms will eliminate the need for slotting fees
Impression limiting
Marketers can conduct meaningful and small tests by limiting the number of impressions, which they are willing to purchase. If a particular campaign is not working, it can easily be reviewed and re-tooled without incurring the huge cost associated with a network TV campaign.
User behavior tracking
Marketers will know how much of any ad spot the users watch and if they click through and visit the advertiser’s site.
Internet video advertising reduces the need for make-goods, and allows advertisers to tightly limit their spending, which was heretofore impossible in broadcast. Additionally, advertisers are able to implement a spend cap.
Furthermore, precisely understanding and measuring audience size and advertising reach is no longer a function of the inaccurate tool that is the Neilson Ratings System. Advertisers being displayed on Internet video programs will know precisely and in real time how many viewers saw, and/or engaged with their ads and for how long.
Publishers are also able to have a say in the type of ads displayed on their networks. Publishers can now dictate the duration, nature, and minimum CPM (cost per thousand) of any and all advertisers being served in conjunction with their content.
Finding the right recipe for online success isn’t easy; no one said it is. But, this is an area rich with opportunities and one that deserves proper attention. Marketers, advertisers, and media buyers, this is marketing’s next wave.
Reader Comments.
It seems that one of the big reasons broadcasters aren’t jumping on board quicker is the transitional time they are in.
Obviously advertisers held back on the upfront to have additional funds avaiable for online marketing.
The industry is trying to figure out how to untangle itself from the alliances that are changing so quickly.
It’s not easy to tell you the facts without coming across as totally self-serving. Full disclosure — I am the CEO of StreamerNet and I have over 27 years experience in high-tech markets and products. The bottom line is that it’s a noisy world out there and it is increasingly difficult to rise above the din. Please treat yourself to a look-see at the StreamerNet Mobile Video Producer http://www.streamernet.com/html/solutions.html to see how we can simplify all things video.
StreamerNet offers a unique set of visual communication tools that enable desktop delivery of video email, personalized coordination of highly-private OnDemand video hosting and delivery, and sophisticated reporting solutions to manage Enterprise knowledge base requirements. Additional features enable the creation and distribution of easy and affordable web-based video advertising.
This is definitely not about those Video Amusement Portals and I am simply compelled to tell you about it. Please let me know if I can personally assist you with answers or insights.
Regards
Bill
- Pingback from Inspire Action » Broadband Killed the TV Star
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