Where now for video ads?

August 11th, 2007 • Advertising, Video

No-one’s quite sure what to do with advertisements in video, according to today’s Wall St Journal.

The issue is intrusion: as previous research has shown, people focus hard when watching online videos (more so than they do when watching TV), so anything that kicks the flow into touch is disliked.

As the WSJ explains, one new format that’s proving popular is the ticker, an advertising message running across the bottom of the player. Elsewhere, the likes of Heavy are betting the house on skins, wrapping the video in one big message.

Me? I’ve never seen the problem in the first place. I grew up as an online video consumer watching the likes of DiggNation and Rocketboom: the issue to my eyes was always tone andc context, never the existence of the ad in the first place. I know of GoDaddy.com, purely because it sponsored the hell out of the start of DiggNation for heaven knows how long. If that’s advertising working, then it works.

paidContent.org: No Holy Grail For Online Video Ad Model, But Various Formats Find Their Converts

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