Advertising Age reports marketing folks are still trying to figure out the best way to serve up ads with online video. What’s missing is the elephant in the room — the big, looming question: “Are ads even a good idea in this context?”
According to Adam Berrey, VP-marketing and strategy at Brightcove, “When you look at the creative side [of online video], the most innovative stuff hasn’t been around the video but in the content itself.”
That’s because marketers, especially at big agencies, are unwilling to consider the idea that traditional advertising is losing influence in a world of infinite content and fractured audiences. The answer is not to tweak traditional ads to make them shorter or funnier or snazzier. The answer is to find a new vehicle to build a relationship with key audiences by creating engaging programming that delivers value to people’s lives.
Marketers: instead of informing your audience of the value of your product or service in 15-second dribs and drabs, prove yourself to the audience by exhibiting your expertise over time. If you’re selling a bath cleaner, give them information about how to keep their bathrooms clean with less hassle — even if those tips don’t include your product. If you’re selling motor oil, tell them how to keep their car running smoothly, even if they don’t know anything about what’s under the hood. It’s never been easier to reach people when they’re seeking information, and it’s never been easier to establish authority on a subject you care about. The trouble is that marketers are still trying to do it 15 or 30 seconds at a time.
The AdAge article backs Greg Verdino’s contention that “the key to success in online video lies in brand content, not in re-purposed video ads.” While writing this post, I stumbled on Greg’s blog and found an insightful post on “push” vs. “pull” marketing. Good stuff.
