Online Ad Video Continues To Mature; Concepts Need To Match Site

About 50 percent of OgilvyInteractive’s clients are doing major online video this year, according to Dan Goodman, senior partner and managing director. Of that, he said about 5 percent of the major clients will shoot video for online concurrently with TV — and some are skipping TV altogether. (Are we constantly hearing about the same people who are skipping TV or is this a legitimate growth area however small?)
More snapshots of the current age of video advertising from ClickZ’s coverage of its own Online Advertising Video Forum:
— Dorian Sweet, Tribal DDB executive creative director, lamented the low — $500,000 — campaign budget for a new shaver even though the product site got 350 million visitors in four days (that sounds impossibly high), Target sold out and the campaign could be deemed a success. Sweet: “If we spent double, we could have done so much better. We’re still dealing with the redheaded step child for budgets.”
— Richard Ting, R/GA executive creative director, who has done onlinve video for Nike, said even when the budget is high, interactive isn’t brought in soon enough.
— James Kim, VP-strategy, Organic, said this is the time to experiment and to know it won’t always work. For instance, he found that using existing creative from other sites didn’t work at YouTube but a Dodge campaign allowing users to post their own content on viral video sites succeeded.

Comments have been disabled for this post