Welcome to the ADYANA blog! If you're new here, you may want to subscribe to my RSS feed. Thanks for visiting!
Lets face it. The 4 dumb video advertisement types(Post Rolls, Pre Rolls, Video Banners, Video Overlays) available in the online video space today are all designed to do one job - Get the user to click on the ad!
Its not about the dumb click anymore. Brand Equity, Creative Branding and being able to build Brand Images are concerns of the advertiser that need a solution today. The advertiser seeks some new and powerful advertisement types while the videomakers need monetization that can put more dollars in their pockets.
While the advertiser expectations are so low(just a click) from the current ad methods, he will never pay top dollar for these ads. Which in turn means that the videomaker is never going to make any decent money monetizing his video. This problem is only going to worsen as more and more professionally created content comes online. The current ad revenues will not be able to support the higher production costs of these content.
Advertisers and smart video producers are exploring sophisticated and higher paying alternatives than pre/post roll, video overlays and video banners - Product Placement.
In an excellent article, TV Week columnist - Daisy Whitney discusses how Product Placements are becoming a new trend in online video monetization. Some Interesting excerpts :
“Rising online video star Hayden Black, integrated Warner Home Video’s straight-to-DVD movie “Return to the House on Haunted Hill” into the first episode of his online video show.Mr. Black said he sold the Warner placement for an upfront fee and a CPM rate for the month of October. The episode in question, “Dr. Slasher,” has been viewed more than 170,000 times, Black said.”
“Tay Zonday, the YouTube star who rocketed to viral fame with his “Chocolate Rain” video has done Product Placements for the new Cherry Chocolate Diet Dr. Pepper drink in his new “Cherry Chocolate Rain” video. In the song he sings that he was paid a “hefty fee” for the sponsorship. The video has generated more than 2.5 million views on YouTube.”
More people are doing what Lonelygirl15, Kate Modern and Sofia’s Diary did - Product Placements in Online Video.
Read the entire article here.
Watch the video here:
