By Will Waugh
Google hosted the ANA's TV Advertising and New Technologies committees late last week at their swanky new West side headquarters. They took the time to talk to the 50 or so assorted advertisers about the multiple uses of video on the web particularly through YouTube and Google Video. Here are the pros and cons as seen by the advertisers:
Pros
- Advertisers will be able to run video ads through Adwords across their network. You Tube will expand the reach.
- YouTube's sacred real estate, where people watch the videos, will remain untouched (for now).
- Syndication of content (content in this case being advertising people like to watch) and the push down the long tail.
Cons
- Measurement of video is still not up to snuff. Google made it big on accountable marketing, video needs to be able to follow suit.
- Not a direct response medium
It was an interesting discussion among marketers. The most common talking point was how much Google paid for YouTube and how they are never going to get their money's worth. While researching Google bloggers, I realized that not too many of them had much to say about the YouTube acquisition. I did however discover the enlightening blog Technical Revenue with the tagline 'Entrepreneur trapped in an engineer's body.'
My favorite story with video is the Dove Real Beauty commercial, part of the brand's campaign promoting the Dove Self Esteem fund, that apparently got better results from the online viral component than the version aired on the Super Bowl.
Technorati tags: google youtube viral video marketers
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