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Find a good online-video media buyer. There are the rare, strategic media person who understands your marketing objectives and executes and measures smart campaigns to support them.
A comedic, sponsored video delivered by an online-video star to a loyal audience needs to be measured differently than a pre-roll ad that is suffered through silently.
An in-video ad is different from a product placement. Branded entertainment is different from the commercials that "went viral."
Online video forces media buyers to move from obsessing about gross rating points, awareness and CPMs to thinking about cost vs. performance of paid and "earned" media.
If you believe in such notions as "branding," you'll be quite pleased. The private studies I've seen show awareness and purchase intent rises significantly as a result of online-video views. And the cost per thousand impressions is quite affordable. Given the excess inventory, it's a buyer's market.
Ahorre May 1, 2009 10:42 AM
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