Adotas

Where media buyers start online

Featured Author

Alvin Bowles, CEO of Grab Networks, has led sales and multimedia strategy and execution for BET, Time Warner, AOL Networks and Sony Music. Previously, as Senior Vice President, Brand Solutions at BET Networks, Bowles led sales and strategy efforts -- including product integration, branded entertainment, original digital content, event execution and experiential marketing. He created a number of television and online properties on behalf of advertisers, including BET’s first scripted web series, Buppies, which received a number of industry awards.

Before joining BET Networks, Bowles was a key member of the strategy sales team at AOL as Vice President and Publisher of AOL Black Voices. In this role, he oversaw sales and sales development as the brand experienced tremendous growth.

From 2004-2006, Bowles worked at Time Warner as Vice President of the global asset media group, developing cross-functional sales and marketing platforms for divisions across Time Warner's portfolio. Before that, he served as Sony Music's Director of business development and created strategic traditional and digital partnerships with brands on behalf of the label group. He began his career at JP Morgan, where he spent three years as a corporate financial analyst.

Bowles earned his MBA from Harvard University Graduate School of Business, where he was the chair of the annual HBS Alumni Conference. He received his undergraduate degree in Business Administration from the University of Michigan in Ann Arbor. He serves on the Board of Directors for a number of civic-minded ventures and is an active alumnus for both Michigan and Harvard.

More articles by Alvin Bowles





Features

Overcoming Online Video’s Poor Business Practices

Written on
Jul 11, 2011 
Author
Alvin Bowles  |
Share
Overcoming Online Video’s Poor Business Practices

ADOTAS – According to pundits, the online video market isn’t capitalizing on the industry’s growth. Analysts claim the Web was the Upfront’s biggest loser. They’re also saying wide spread consumer adoption by valuable demographics should be fueling considerable advertising investment, yet marketers are refusing to apply spend with the same excitement.

So, what gives? In short, shady business practices are dominating the industry and are scaring away marketers.

Online video exchanges and similar networks are compromising the potency of online video advertising by clouding metrics with grossly generous claims of playback, positioning and click-through.

Online video is an emotional experience; one only moving pictures could ignite. As such, consumer interaction is key. Positioning is important. Distractions are real and a user’s temperance could be easily annoyed. Fail to deliver video just right and you’ll lose consumer interest in a moment’s glance.

As such, short cuts such as auto-play, “below the fold” placement, pop-ups, and sound-off commercials are delivering poor campaign results and driving away would-be marketers. Furthermore, online video is still suffering from an experimental feel and, as I suggested during a panel at OMMA Video, “media buyers are not getting fired for buying Google or Yahoo.”

With the poor business practices previously mentioned, data could be muddy but understanding your client’s business objectives and working against their own success standards allow online video platforms to deliver on expectations. Some clients want the impact of an atomic bomb, others, the finesse of a targeted sniper rifle. Sophisticated platforms can tailor parameters so specific that only the most mature consumers are approached.

The following suggestions can help proactively manage and exploit your online video campaigns:

Ask for a site list: site transparency is important but due diligence is often the responsibility of marketers. Accepting a huge list of niche sites blindly could cost your client, or company, the impact you’ve promised. To ensure fair brand delivery, visiting several sites on your target roster to gauge impact is recommended.

Honest video networks will provide concise media briefs on specific sites of interest while also grouping lower impact sites under categories. If your network partner is having a hard time identifying or producing a clear list of targets you should consider alternatives.

Know your placement on the page: protecting against poor positioning ensures clients avoid the uncertainty of web syndication. Protecting your brand against less then favorable associations will ensure you continue to foster consumer goodwill. We’ve seen top tier advertisers placed against inappropriate videos that not only cause perception damage; they turn off potential consumers with an inconsistent or uncomfortable experience.

One infamous example included Ford Automotive spots being played against videos of Glenn Beck ripping automakers apart for requesting federal bailout funds. Ask your rep what measures are in place to ensure brand protection and ask for brand safe placement examples.

Understand the reporting metrics: make sure you understand what type reports you will be receiving and how often. Marketers should share a clear understanding to their campaign objectives under real success standards with their media buyers.

Don’t allow agencies to saturate campaign recaps with impression numbers that can’t maintain the integrity of your objectives. If your video network attempts to hide behind soft metrics or can’t define data sources, you’re unlikely to ever be able to hold them accountable and should reevaluate your commitment.

Ad networks and exchanges are obviously valuable but content networks are building momentum with major acquisitions by major players like Yahoo! acquiring Associated Content. AOL even leveraged a recent network purchase to turn around their content model.

While capable of delivering large numbers, content networks value the engagement and potency of each consumer impression much more then just sloppy, wide reach. In fact, a recent competitive landscape map identifies major players and while the industry is crowded, content networks stand out as uniquely different. Content networks are simply closer to the audience.

While online video has its challenges, the truly innovative digital media platforms will provide transparency , protect brands against poor placements and proudly showcase data,. Those who do, will continue to grow and prove their value to marketers. Regardless of the current challenges, syndicating video against a sophisticated network is today’s vital solution for savvy media planners.

Online video ad campaigns can be immensely effective at reaching your audience in a truly different way, just make sure you are well informed and have the data you need to make that happen.





Reader Comments.

No comments yet

Leave a Comment

Add a comment

Tags: , , and
Article Sponsor

More Features


  • Once Facebook goes public, what's the most important thing it'll need to do in order to live up the expectations of its real value?

    View Results

    Loading ... Loading ...

Latest News

News Archive

Spotlight

Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...

Adotas Partnership