Business Week just published a fascinating article on online video advertising – what works, what doesn’t and what web publishers are doing to form an industry standard. Basically, viewers don’t know what to expect with online video ads because it’s always different so it gets confusing.
“With so many different formats for video online, we incur incremental production costs every time we enter a new format,” Nancy Ryan, media director for insurance company Allstate told Business Week. Business Week suggests that as a result of this, some companies are avoiding online video advertising altogether.
Allstate and other advertisers signed on to the “Pool,” an effort among marketers and Web publishers to agree on a standard format for online video ads. The Pool’s goal is that with all of these publishers and advertisers working together, they will find out what kinds of ads work best, thereby giving marketers more reason to shift ad dollars toward the web.
The article is a little lengthy, but it is worth reading.
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