Savvy advertisers no longer focus exclusively on the traditional TV spot without also planning to capture video content to be used in online advertising placements, according to a ClickZ article this week.
The story reports: “As the upfront season goes in to full swing, there’s been a thunderous amount of media noise on this topic. You hear a lot of this: DVR usage continues to grow, and they zap ads. People are spending less time watching TV, and when they do watch they’re increasingly likely to be doing something else at the same time. Big advertisers like Johnson & Johnson have proclaimed they won’t buy TV time during the upfronts (but Johnson & Johnson did cut an interesting deal with TiVo). Coke is very publicly on the fence; and three of four teenagers can’t name all four major broadcast networks.”
As we all know, online video content is explosive right now. Consumers can’t get enough, and smart advertisers are positioned to maximize on the opportunities by producing commercials for multi-platform formats. As noted in Monday’s column, advertisers “need a fully integrated video strategy. It’s critical as an interactive, digital extension of your marketing strategy.”
“[O]ne thing is certain: [advertisers] must stop producing TV spots, plain and simple. You must change the way you think about the video content you’re producing. You must . . . start creating multiplatform video commercials, for lack of a better term. Now, more than ever, you must ask yourself: why is the viewer going to watch this? You’re not blasting a message to a captive audience anymore; you’re serving an empowered consumer. They will ignore your ad if you don’t provide some relevant value.”
Providing relevant value is a cornerstone of the Zango Content Economy. We strive to be relevant for users by providing ad-supported access to a smorgasbord of cool content. We’re relevant for content providers and publishers because we help them monetize their efforts, fueling the cycle of creation and distribution. We’re relevant to advertisers because we enable remarkable ROI, in large part because we time-shift ads to avoid interrupting a game or video and, instead, present the product or service opportunity at the point when the user is most receptive – when he or she is searching online.
Traditional TV advertising will likely be around for many, many years. But, as consumer habits continue to shift, it is key for advertisers to follow suit, and leverage technology to get the best bang for their marketing buck.
Read Jeremy Lockhorn’s full ClickZ story here. To learn more about our advertising program, and how to get the most relevance for your investment, visit www.MetricsDirect.com.