[LINK] online ads to go video

[Jan Whitaker]

Heaven forbid! If they force downloads of such size, wouldn't this be 
almost as bad as email spam? Ad-spam? Has that term been coined yet?

http://www.theage.com.au/news/National/Turn-to-online-video-advertisers-urged/2007/09/21/1189881760507.html
Turn to online video, advertisers urged
September 21, 2007 - 4:34PM

Online advertisers are being advised to turn away from traditional 
click-thru banners and embrace video advertising.

Digital marketing company Eyeblaster has released statistics that 
show four times as many people click on an online advert up to 60 
days after first seeing it, than those who click on it immediately.

Managing director Mick O'Brien says this means online adverts need to 
find ways of building online advert awareness.

Mr O'Brien points to research conducted by US-based Dynamic Logic, 
which shows online videos build a higher rate of consumer awareness 
than traditional static banner adverts - 84 per cent compared to 30 per cent.

"As the web becomes increasingly entertainment centric, online video 
will ultimately be the only medium that actually engages," Mr O'Brien said.

He also believes that broadband provides the opportunity for 
advertisers to deliver "user-initiated" adverts.

"The way that we deliver these ads, is as the page loads it also 
loads in a video ad. You then have an option of interacting with that 
ad. If you roll over it, it will expand out, and if you roll off it 
will shut," he said.

"What we have found is the conversions have increased significantly 
with user-initiated ads.

"With the increased penetration of high speed broadband, online video 
ads are set to subsume banner and flash ads within the next five 
years, significantly impacting the rapidly expanding online ad 
industry in Australia, estimated to be $1.02 billion."



Jan Whitaker
JLWhitaker Associates, Melbourne Victoria
jwhit at janwhitaker.com
business: http://www.janwhitaker.com
personal: http://www.janwhitaker.com/personal/
commentary: http://janwhitaker.com/jansblog/

Writing Lesson #78: In writing, 'do overs' are a 'good thing' -- and 
a requirement. - JW, Sept, 2007

Writing Lesson #54:
Learn to love revision. Think of it as polishing the silver for 
guests. - JW, May, 2007

'Seed planting is often the most important step. Without the seed, 
there is no plant.' - JW, April 2005
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