News Source: http://searchengineland.com
Story Found By: Mopete 1540 Days ago
Category: Vertical Search
3 Comments
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News Source: http://searchengineland.com
Story Found By: Mopete 1540 Days ago
Category: Vertical Search
3 Comments
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Comments
It’s a fallacy to claim that a lower cost of entry will enable small businesses to compete with the larger players in the video advert space. As any ad agency will tell you, this is simply untrue. Sure you can cut out the technicians, but who will be providing the creative work for these small businesses? You can’t cut the soul out of the advertising experience and expect the same ROI. To promise anything else is just selling snake oil.I don’t search for real estate agents, or car dealers, I search for houses, and cars. If I do end up watching an online video advert of a house, or a car, it will more than likely exist on a page that is also ’text-laden’. The ad may augment the information already present on the page but it certainly can’t survive on its own. The old, worn out, cliche ’content is king’ is no longer valid. In Web 2.0, ’conversation’ and ’context’ are now king (check out a random video page on Youtube if you need more proof). Without these a video ad can’t compete. My apologies for being a spelling stickler, but ’video ad’ is mispelled in your copy.
I believe there are a lot of good points in this article. The fact is that you can only have one ad on screen at a time, means that you must be top of the bidding to get your ad shown. This means that the competition to get there is likely to be high. And as we know when competition for a single ad spot is high, so is the price. My thoughts therefore are that this will actually become the domain of the bigger companies with the dollars to spend on getting their brand where they want it, ahead of the competition.
The article makes a few great points about the compelling nature of online video advertising. And while it’s true that you still need quality creative to engage the audience, the bar is effectively lowered for entry (not removed, but lowered) for small businesses to compete.