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.
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