When I was eight, I built a fort in my backyard.  The finishing touches required paint.  Penniless, I went begging at the corner paint store, where my Dad had plunked down enough bank with me in tow for the owner to know me by sight.  “Do you have any old paint you don’t need?” was my big ‘hook.’  Seeing me turn into a potential dollar sign, he sent his son somewhere ‘back there’ and told me I was a ‘good’ customer, and he would ’see what he could do.’

Two cans of ‘half used’ white later, my Dad got home from work.  “Where’d you get the paint?” he suspiciously gestured, after-work Pabst Blue Ribbon in hand.  “Paint store gave it to me.  Told me I was a good customer.”  He laughed.  “Yea, I guess you are a good customer.”

We shopped there forever.  He knew us.  We knew him.  He knew our house was red.  We knew his red was good.  He did us favors.  We told people about him, his good paint and his great customer service.

That-in a nut shell, is what makes this redesign for CNN so wonderful.  The site is all about customization.  You create an account, it gets to know you, what you like, what you are interested in.  You can post your news-worthy items, even become an iReporter, letting your work go up against everyone else’s.

People talking to people about different things at the news stand, where the news vendor knows what paper you buy everyday and how you like your coffee.  If we’ve read it once, we’ve read it a 1000 times-this is how community and relationship is built on the web, and relationship can translate into sales if the relationship is authentic, built on the user.

That’s what we’re good at here at Reel Centric.  Our products were built from the customer up, specifically designed to foster authentic relationship that translates into the customer finding the appropriate product. Each online video advertising product we sell is customizable, user centric and engaging.

For a peek, go to our Virtual Career Fair

CNN.com unveils its new design today.

Today CNN.com’s redesign went live, boasting a host of new features. Video now has a dominant presence on the formerly text-heavy site and a new “NewsPulse” section, currently in Beta, features real time news and video. The new site also further integrates iReports, features customizable reader profile pages as well as a weekly news trivia game “The CNN Challenge,” hosted by the visitor’s choice of CNN personalities.

Along with the redesign comes a handful of new media partnerships. The site’s entertainment section will feature content from Entertainment Weekly and People, and CNN has partnered with TED to host the conference’s TED talks. The news site also announced a new partnership with Oprah Winfrey, and will bring in Presidential Inauguration-style live audience feedback to the Oprah Book Club on November 9.

-Creativity.com

I have been poking around the Internet for going on 20 years now. In the beginning we had little or no advertising. We also had very basic user interface design. We all lived in the world of green screens. This, of course, changed when HTML and HTTP came around. It brought about some of the best and worst user interface issues ever. It also started the online advertising industry. In all of this time I have seen large volumes of time devoted by site owners to getting the site’s user interface just right. I see very little of this going on in the advertising world.

I think now is the perfect time to make a change with how advertising works on the Internet. For way too long we have relied on our ability to use often annoying and deceptive techniques to get people to follow our ads. First flashing pictures (euphemism for “seizure inducing ads”), then fake system messages, followed by pop-ups, pop-unders…. and the list goes on. All of these were attempts to draw users attention away from what they originally came to the site for. In time the users became wiser about these ad techniques and grew tone deaf to them. And often a secondary result of becoming downright hostile towards the advertisers.

I work mainly in Video Advertising, and have begun to see the same thing happen in this industry as well. Pre-roll video blocks the view of the “MAIN” content, and way too often has NO relevancy to the content. Overlay ads that are often blocking key elements of the video, and again even though these are mostly text ads, the relevancy is horrible…. For example if I see any more Dentist text ads I will scream. Mid-roll ads I think are ok, but only for long content, and should happen like in real TV as a dramatic pause to the content. But there is so much more that could be done.

Relevancy – It really is not that difficult to only play relevant inventories. This is an issue right now because of lack of ad inventories but I think the ad agencies have to take some of the blame here. They have been LAZY… They build a single campaign for a single format. The are frequently building promo micro sites, and then using simple banner and flash ads to promote them. I would suggest that the model would be better if they built a holistic campaign. Where they could reach multiple separate “types” of users.

Now to the crux of my article – User Interface.
In the past, ads would be simple banners and the goal was to get someone to follow the link. Today that is just not enough. The viewer of advertisements need to know more before they will even decide to invest time to go to the intended site. In addition, the way users are wanting to interact with Advertisers has changed. Advertising has always been a passive medium. Slap up a banner or a TV spot, or a print ad, and someone will see it… Today the users are wanting to actively engage with the things they are interested in. So we have all sorts of one-off ads being developed. Widgets, Facebook, MySpace, Twitter, YouTube, banner Ads, Video Ads, vanity sites, promo sites, micro-sites, email campaigns. So an Ideal Ad would allow potential customers to interact with many of these at once. While possibly gaining more insight in real time to what the advertiser does.

To achieve this you need effective User Interface Design. Over the next few weeks I will write about the engagement ad platform we are currently rolling out, and how we are dealing with many of these User Interface questions. I also hope to be able to give some preliminary numbers from the effectiveness of these ads.

Het inzetten van een pre-roll naast televisie is van toegevoegde waarde op het communicatie-effect. Dit geldt voor de onderzochte communicatiedoelstellingen ‘bekendheid’, ‘overweging’ en ‘voorkeur’. Dat is de belangrijkste conclusie van het omvangrijke onderzoek naar online videoreclame. E.e.a. is vanmorgen door Ster, Microsoft Advertising, Mindshare en Metrixlab bekendgemaakt.

De belangrijkste conclusies én de praktische toepasbaarheid van het onderzoek zijn gepresenteerd. Het onderzoek, dat bijna een jaar in beslag nam, keek nauwgezet naar het gebruik en de houding ten opzichte van online video en de effectiviteit van online videocommercials naast de inzet van televisiereclame. 

Combinatie tv- en online campagne verhoogt merkbekendheid

Voor het verhogen van ‘reclame- en merkbekendheid’ voegt online video additioneel effect toe bij lichte of gemiddelde televisiekijkers. Dit effect is het grootst wanneer er meerdere contacten zijn geweest met de online videocommercial of pre-roll. De inzet van online video heeft, voor het verhogen van merkbekendheid, geen toegevoegde waarde bij de groep met 9 of meer contacten met de televisiecampagne.

Synergetisch effect bij positieve waardering van de uiting

Voor het realiseren van de doelstellingen ‘in overweging nemen het product/merk te kopen’ en ‘merkvoorkeur’ is het inzetten van een online videocampagne naast televisie ook van toegevoegde waarde. Zo nam merkvoorkeur met maar liefst 16% toe bij de respondenten die zowel de televisiecampagne als de online videocommercial hadden gezien. Dit geldt voor alle televisiegroepen – dus zowel zware als lichte televisiekijkers. Het aantal contacten met de online video pre-roll blijkt voor het genereren van ‘overweging’ en ‘merkvoorkeur’ minder van belang te zijn bij merkbekendheid. Eén contact is dan – als de uiting ten minst positief wordt gewaardeerd – al voldoende voor een groter effect. Voor een positieve waardering zijn de variabelen ‘leuk’, ‘opvallend’, en ‘makkelijk te begrijpen’ van belang.

Uit eerdere berichtgeving bleek al dat het kijken naar online video’s steeds populairder wordt. Maar liefst 79% van de Nederlanders van 13 jaar en ouder zegt wel eens online video te kijken en 19% daarvan doet dit zelfs dagelijks. De online videokijker in Nederland is vaak een hoog opgeleide, jonge man die relatief weinig televisie kijkt. Het effect van online video blijft echter niet beperkt tot deze doelgroep. Zowel mannen als vrouwen van diverse leeftijdsgroepen worden beïnvloed door contacten met online videocommercials.

Presentatie onderzoek:

Over het onderzoek

Het grootschalig kwantitatieve onderzoek is een gezamenlijk initiatief van Ster, Microsoft Advertising en Mindshare en is uitgevoerd door Metrixlab. Het onderzoek is tweeledig. In het eerste deel zijn de motieven, de houding en het gedrag ten aanzien van online video kijken in kaart gebracht. Het tweede deel bestaat uit meerdere cases waar door middel van effectmetingen de toegevoegde waarde van een online videocampagne naast de inzet van een televisiecampagne is onderzocht. Kijk voor de presentatie en de onderzoeksopzet van het onderzoek vanmiddag op www.ster.nl/twonline.

By Kristin A. Snyder
October 5, 2009

Short Films: do it discreetly

Everywhere I look I am inundated by ads. I roll out of bed to head to the gym to be face by radio commercials, ads on buses, and billboards. I walk into the gym and am hit by t-shirt after t-shirt filled with ads, hit the treadmill only to look up at the TV with commercials and the running ticker at the bottom of the screen with another ad. Head to the locker-room, close the stall door and there are four ads staring at me. Post workout I go to get a smoothie only to see ad after ad for different protein shakes, bars, and vitamins. Off to work, log onto my computer, pull up the web to check out latest news of the day and here come the pop-ups, pop-unders, and banner ads. Pulling up email only to see more ads.

With so much in your face advertising going on, it sometimes behooves the marketers to find a more subtle unobtrusive way to get their brand message across. One of the latest trends in advertising that allows for an discreet approach is short films.

Numerous brands have made attempts at creating short films, some more successful then others. Some short films seem like long boring commercials, others are documentary’s of the companies history, and some I’m still scratching my head as to the point of it and the message it was trying to convey. Several car manufacturers have utilized short films successfully as an alternative advertising medium. Manufacturers like Nissan, Volvo and BMW lead the way by creating their own short films that tell a story while featuring its products through the film in virtually every shot. BMW and Volvo even splurged to include high profile celebrities like Madonna, Clive Owen, and Robert Downey Jr.

Each manufacturer took a different approach in creating the short film. BMW film series, “The Hire”, is an action pack series, each film with its own unique plot, and each show cased BMW’s vehicle performance and featured Clive Owen as the driver in each film, and Madonna in several.

Nissan, however, decided to take the drama genre route in its more popular short film series, “Exit” which is packed full of Nissan product either being driven or in the background. New York Times writes “Unlike typical 30-second television spots, it is 20 minutes long and is a feature on the British version of the boxed-set DVD of the American television show “24,” to be released by 20th Century Fox Television.”

Last, Volvo teamed up with Robert Downey Jr. in a interesting journey short film that features the Volvo V50.

Each of the brands short films’ created a story with a plot, and then incorporated its vehicle into the film as the star or supporting role which gave a true “film” quality instead of an extended advertisement feel. Good short films, and any type of product placement, should not feel like infomercials or really long advertisements, and these short films are good examples of what to do.

Na de aanstelling van secretaris in Juni 2008 van de IAB Taskforce Online Video Advertising zal ik ook in 2010 weer opvolging geven aan deze bestuursfunctie.

Binnen de taskforce zal ik agendapunten aandragen, nieuwe richtlijnen creeren voor online video (zie pre-roll richtlijnen: 2008) en projecten/evenementen (IAB Online Video Advertising Summit) coordineren samen met de nieuwe voorzitter: Mark Wilmont (Ilse Media) en de overige Taskforce leden. Meer informatie over de IAB Taskforce Online Video Advertising is te vinden op de IAB website.

Guy Salens heeft in opdracht van You View TV de website www.letscookit.tv vormgegeven. Guy Salens mag zich nu wel de huisontwerper noemen van You View: zo heeft hij ook de site www.bobolino.be onder handen genomen. Zo zet You View TV’s populaire culinaire video website www.LetsCookit.tv z’n opmars door. De  site groeit maandelijks met meer dan 20% en ook de adverteerders hebben de site gevonden.  Via een unieke advertising propositie weet You View TV winstgevende sites neer te zetten en dat is in deze tijden van crisis best uitzonderlijk te noemen. Sinds de introductie van www.LetsCookit.tv zo’n 6 maanden geleden, is de site onmiddellijk een groot succes gebleken. Binnen enkele weken tijd was het de grootste culinaire site in België en geen 3 maanden na zijn introductie werd de site door De Standaard opgenomen in de Top 100 lijst van ‘Onmisbare Websites’.

Ster is deze week een pilot gestart met Mark&Mini op Uitzendinggemist.nl. De naam Mark&Mini staat voor het online markeren van doelgroepen waarmee het aantal niet-doelgroephuishoudens voor een bepaalde adverteerder worden geminimaliseerd. Deze nieuwe manier van inkopen biedt adverteerders de mogelijkheid om d.m.v een pre-roll gericht huishoudens te bereiken op basis van overeenkomstige kenmerken. 

Deze huishoudens worden herkend door middel van een cookie (die door middel van opt-in in een eerder traject is geplaatst) en kunnen op basis van deze informatie gericht geconfronteerd worden met een relevante pre-roll campagne wanneer zij een programma of fragment bekijken op uitzendinggemist.nl.

Dit biedt handige features voor adverteerders. Zo kan bijvoorbeeld een autofabrikant gemakkelijk zijn campagne afstemmen op tweeverdieners met een gezamenlijk jaarinkomen van + € 60.000,- die tevens nog niet in het bezit zijn van een auto. Ster hoopt met deze samenwerking meer gerichte advertenties te kunnen serveren op uitzendinggemist.nl. Voor meer informatie over het produkt Mark&Mini kan je kijken op www.markandmini.com.

September 20, 2009
by Kristin A. Snyder

Tired of static banner ads? Try video advertising!

Consumers have experienced the pop-up, pop-under, banner ads, and have been spammed for years. It is doubtful that those annoying pop-up and pop-under ads are going away anytime soon. So what is another way to capture a consumer’s attention and the next phase of online advertising?

Video advertising takes the standard static Internet ad to another level. Video advertising alone seems to have endless opportunities for implementation by companies in order to create awareness through an interactive lead-generating medium, for instance: you may see that once static banner ad on Yahoo’s homepage come to life with streaming video; before you watch your favorite TV show on Hulu you will see a :15 to :30 pre-roll ad run; there are also flash layovers that arguably make that annoying pop-up less annoying and more entertaining. Video ads can also be embedded in emails, posted on YouTube and any social networking site, even incorporated into corporate websites. The implementation possibilities for video advertising is virtually endless.

One of the benefits to video advertising is that companies can use existing footage and reuse it for any of the above mediums making it very cost effective. Video could come from promotions and events that a company conducts and then post it to their own website, social networking site, or use it ad as banner ad.

For larger budgets, one of the coolest benefits to video advertising is the ability to customize videos to showcase the product while interacting with it, something that cannot be done through traditional advertising.

Video messaging, like other advertising mediums comes with many pros ad cons. Below are some of pros and cons to video advertising according to Barry Grant on his MediaPost Blog:

In-Stream
Pros

• Well-understood (and most complementary) when compared to traditional television ads
• Easy to develop if using existing television assets
• Tends to have highest completed views and click-through rates
• High engagement due to a “captured” audience

Cons

• Tends to receive user backlash due to intrusiveness
• Repurposed television ads may not be best suited for this purpose
• Inventory is generally more expensive than display inventory

In-Banner
Pros

• Easy-to-find, relatively inexpensive display inventory
• Can be easily sold on a performance basis
• Relatively unobtrusive (as long as it doesn’t auto start with sound)
• Offers many opportunities for rich-media customization

Cons

• Often not as engaging as in-stream or page-level
• May not be seen if appearing below the fold
• If trafficked via an exchange, may not provide desired transparency
into site placements

Page-Level
Pros

• Extremely engaging
• Affords tremendous potential for creative freedom
• Offers lots of flexibility for rich media customization
• Great for building awareness and other top of funnel metrics

Cons
• Can be quite expensive, depending upon where it’s being run.
• If not user-initiated, can be very intrusive and annoying to the user.
• May require considerable design work

Internet advertising is constantly changing and offering new unique ways to target consumers and grab their attention. Video messaging can be done in numerous formats and implemented in various online advertising mediums in order to fit in with any marketer’s budget.

If you host your own videos, maintaining your video quality is not a problem because you control everything from start to finish.

However, if you use video sharing sites to host your videos, it’s a different story.  Essentially, you upload your video and then give up total control over what the final product is going to look like.  Traditionally, video sharing sites will “dumb down” the quality of your video to save on bandwidth costs (after all, YouTube spends an estimated 1 million dollars a day on bandwidth).

Due to ever-improving software code, video sharing sites are now able to host your videos in high quality formats.  Sites like Vimeo,Blip.TV and now Dailymotion are leading the way. Check out this special video on Dailymotion that allows you to see the difference between an HD and standard def picture. The  video shows, head to head, the difference between the “standard” web video formats and the new “high quality” formats.  This is the best video I’ve seen that illustrates the difference. It’s worth a look and goes a long way in explaining (far better than I can do with words) what these new video formats actually look like.

You can watch the video here.

Regards,

Roger Stix, Atlanta Business Video

Ster gelooft in Online Video Advertising en is druk bezig met de uitbreiding van de reclame mogelijkheden in diverse video players. Een daarvan is de JW (Jeroen Weijering) player die momenteel al veel gebruikt wordt door omroepen zoals BNN, VARA en de NOS voor het onsluiten van web-only video materiaal op hun eigen website. In samenwerking met Longtail en de NPO is er hard gewerkt aan een gecentraliseerde JW player incl. Ster reclame.

Deze nieuwe release van de JW player is vorige week in productie gegaan op de websites van Studio Voetbal en Vuurzee. Hier kan vanaf nu geadverteerd worden in de nieuwe flash player. Naast het tonen van de commercial kan deze ook full-screen bekeken worden en bevat de commercial een counter waarop de bezoeker precies kan zien hoe lang de pre-roll nog duurt. Later zal ook een post-roll mogelijk worden in deze player.

Women. Globally women control 20 trillion in annual consumer spending according to a Harvard Business Review[1] study.

Summary of findings

What the women respondents said:

•Women feel undervalued in the marketplace, and in the workplace.

•Women have too many demands on their time.

Although they control the vast majority of spending decisions, they cite a lack of time saving solutions and services designed specifically to/for them as a segment.

•Women related that companies, as a whole, still pander in design and marketing to an outdated stereotype.

What they need:

The study found the respondents trended towards six industries where there is great potential for women to spend.

Four industries where women are likely to spend more/trade up from what is expected.

•Food: either because it is the best nutritionally, as in Whole Foods, or because it is a one-stop shopping experience where other types of goods can be purchased, as in Tesco.

•Fitness: Two thirds of the respondents described themselves as overweight.  Food, (diet foods,) and health make the basis of this growth area. Cited for hitting the mark was the no-frills, time saving gym, Curves.

•Beauty:  There was a direct correlation between how much a women spent on beauty products and how she felt about herself, even how stressed she felt in life.  The more money spent, the better she felt.  Cited, as a hindrance, was a perceived glut of products, and not enough clear identifiable information.

•Apparel:  Too many size variations between manufacturers, making trying on clothing reinforcement to negative body image.  Winners here included Banana Republic, who keeps sizing consistent and has specific body identification terms that tie different products throughout the store together to serve a certain body type.  Women identify their body type within the system, and everything with that prefix is consistent fit.

Two Industries where women feel completely dissatisfied.

•Financial Services

•Health Care

In both of these industries, they felt that providers were not prepared for their needs.  Frustration centered on not having options unique to their age and stage of life.

What we could do together:

Audiencestream is our niche market player, customizable to any potential market.  Take a look at Reelcentric Audiencestream

What about an overall women’s health player?  A tab for healthy food, (vendors and restaurants,) a tab for women friendly gyms, personal training centers, etc., a tab for Doctors who specialize in women’s health issues, hospitals with a specialized area for women’s health.  Another option would be our virtual human body Virtual Human Body Lansing State Journal with an emphasis towards women’s health.  Networking and relationships are high on the respondents list, so adding a blog tab where women to blog about their journey to wellness and time management could accelerate views as well.

This market segment is under-monetized and growing in power.  Let’s meet their needs together.

P.S. They are not too crazy about pink either.  Hey, I don’t write it, I just read it so you don’t have to.

Contact Diane Politi for more information and a demo on any product we offer.

Office 407-401-8778 Cell 407-463-4136 Email diane@reelcentric.com

.

Maybe. There are some worrisome parallels between Google today and eBay in 2005-06, as the online-auction company’s growth was faltering.

Consider this history: In August 2004, then-Chief Executive Meg Whitman said she didn’t believe eBay was approaching anything like saturation. Just six months later the company issued a weaker-than-expected forecast that in hindsight was the end of its red-hot growth phase. EBay’s stock is now trading at less than half its December 2004 level.

Through 2005-06 some hoped that eBay’s PayPal unit, acquired in 2002, and Skype, in 2005, would prove to be new growth engines, along with international markets. As it turned out, of course, after writing off much of the Skype purchase price, eBay now is looking to jettison it. And growth at PayPal and internationally hasn’t been enough to stop eBay’s top-line growth rate from decelerating.

When it comes to Google, there also are hopes for international growth. YouTube has some similarities with Skype, high user traffic but relatively low revenue. Whether YouTube can live up to its promise as a big ad platform is uncertain.

Another of Google’s potential growth engines is Android. But its ability to help Google expand in the mobile-ad market remains unproved.

Certainly, Google can claim lots of phones soon may be using the Android operating system. Unfortunately, they don’t include the two phone brands that account for much of the growth in the smart-phone market, Apple and Research In Motion’s BlackBerry. Google also is banking on expanding into display advertising.

While investors wait for these new initiatives to prove themselves, growth is slowing in the core paid-search ad business. Google’s revenue growth rate has fallen from 93% in 2005 to 31% in 2008.

The recession has demonstrated the Internet company isn’t immune from pressures other ad-dependent businesses face. Revenue growth dropped to 3% year on year in the second quarter.

Moreover, as U.S. revenue growth was only 1.6%, it is possible that Google’s core search business actually shrank in the U.S. when contributions from newer businesses like mobile advertising are excluded.

Google’s revenue growth will certainly accelerate coming out of the recession. The issue is by how much and for how long.

In the short term, growth will be sparked by “price reinflation of key words,” said Majestic Research Managing Director John Aiken. Prices fell during the worst of the slump. Assuming demand returns, price per clicks should rise again.

But that won’t sustain growth long term. That rests on several other variables, including where consumers go to search the Internet and how many searches they do.

Competition from Microsoft’s revamped search engine, Bing, is showing signs of life. Search marketing firm Efficient Frontier reported this month that Bing had lifted its paid-click market share 44% since the beginning of June. It still is only 4.9%, but Microsoft’s share will rise assuming the deal with Yahoo is completed.

It would be foolish to predict that Google won’t have another business success, of course. Microsoft managed to leverage its strength in PC operating systems into a stranglehold over the word-processing and spreadsheet applications.

But investors should be careful buying on such hopes. With Google’s medium-term revenue growth likely to fall toward 10%, it is hard to justify paying 25 times 2009 consensus earnings, including the cost of employee stock options. Google may itself discover the next Google-like business.

But until it proves that case, investors may want to wait for the stock to retreat.

By MARTIN PEERS, The Wall Street Journal

Found by Roger Stix, Atlanta Business Video

Zählt wirklich immer nur die CTR? Die internationale Crossmedia-Agentur Eyeblaster siehts anders. Und findet gewichtige Argumente für den Einsatz von Video in Onlineanzeigen.

Vor dem Hintergrund, dass Klickraten (CTR = click through rate) in den vergangenen Jahren immer mehr zurück gehen, stellte sich die internationale Crossmedia Agentur Eyeblaster die Frage, ob CTRs der alleinige Maßstab für die Beurteilung von Onlineanzeigen sein sollten. Schließlich ist das Internet das einzige Medium, bei dem mit dieser Elle gemessen werden kann – bei TV, Print oder Hörfunk sind es Reichweiten und Aufmerksamkeit, die in die Waagschale geworfen werden.

Folglich ging es Eyeblaster um Aufmerksamkeit. Hatte doch Comscore kürzlich ermittelt, dass Onlinenutzer, die zuvor Displayanzeigen eines Herstellers im Internet gesehen haben, im Folgemonat 50% mehr Zeit auf seiner Website verbringen und sich auch 50% mehr Seiten in seinem Webauftritt anschauen.

Eyeblaster untersuchte für diese Studie 42 Milliarden “rich media impressions” in diversen Formaten rund um den Erdball. Die von September 2008 bis März 2009 erhobenen Daten wurden hinsichtlich der Zeit, da die Maus des Nutzers über eine Anzeige stand, hinsichtlich der Betrachtungsdauer eines vom Nutzer gestarteten Videos oder anderen nachvollziehbaren Interaktionsformen mit der Anzeige ausgewertet.

Die wichtigste Aussage: Es ist rund 25mal wahrscheinlicher, dass sich Anwender vorsätzlich mit einer Anzeige beschäftigen, als das darauf klicken.

Und die aus unserer Sicht wichtigste Aussage: Ein Video erhöht die mit der Onlineanzeige verbrachte “vorsätzliche” Rezeptionszeit um 200% in den USA und immerhin noch um ca. 100% im Rest der Welt. Diesen Unterschied begründen die Autoren mit der bereits fortgeschrittener Videorezeption in den USA und vermuten, dass andere Region nachziehen werden.

Unsere eigenen Erfahrungen bei SightseekerMedien, etwa mit den Rezeptionserfolgen unserer Videovisitenkarte, belegen diesen Trend. Verglichen mit reinen Textanzeigen oder auch gestalteten Bannern sind Mouse-Over-Raten, aber auch Abspielraten und letztlich die Click-through-Rates bei eine Videoanzeige um ein Vielfaches höher.

Online videocommercials hebben een toegevoegde waarde naast de inzet van een televisiecampagne. Dat blijkt uit de eerste resultaten van een onderzoek van Ster, Microsoft Advertising en Mindshare, uitgevoerd door Metrixlab.

Eerste resultaten van de effectiviteitstudie wijzen uit dat online videoreclame voor adverteerders een toegevoegde waarde genereert bovenop de televisiecampagne. Dit effect hangt sterk af van twee factoren: de contactfrequentie (de videocommercial moet vaak genoeg gezien zijn) én de waardering voor de commercial. Een goede uiting is essentieel voor het realiseren van effect.

Eerste resultaten van de effectiviteitstudie wijzen uit dat twee factoren een belangrijke rol spelen bij het verkrijgen van een effect van online video: de contactfrequentie (de videocommercial moet vaak genoeg gezien zijn) én de waardering voor de commercial. Als mensen de preroll niet leuk vinden en deze niet relevant achten, heeft de preroll ook geen effect op de merkpositie. Een uiting met een positieve waardering is essentieel voor het realiseren van effect.

Het onderzoek, dat bijna een jaar in beslag neemt, kijkt nauwgezet naar gebruik en houding ten opzichte van online video en de effectiviteit van online videocommercials. Het aantal online videokijkers is explosief gegroeid; al eerder bleek maar liefst 79% van de Nederlanders van 13 jaar en ouder wel eens online video te kijken. Opmerkelijk is het feit dat maar liefst 96% van de online videokijkers aangeeft liever een gratis online video met een commercial te zien dan te betalen voor online video zonder commercial.

Het uitgebreide onderzoek wordt in de loop van dit jaar afgerond. De belangrijkste voorlopige conclusies zijn dat online video in staat is om bepaalde merkindicatoren te beïnvloeden, tenminste als de uiting meerdere keren gezien is en positief wordt beoordeeld. Daarnaast lijkt het additionele effect van de online video naast televisie het grootst bij de groep ‘lichte televisiekijkers’, de mensen die relatief weinig televisie kijken. De volledige resultaten worden in het najaar van 2009 verwacht.

Het CBS onderzocht het digitale mediagebruik, oftewel internet. Een conclusie is dat het mediagebruik via internet ten koste gaat van de traditionele verschijningsvormen van media zoals papieren kranten. In 2008 gebruikte iets meer dan de helft van de internetters internet om naar de radio te luisteren en/of om naar de televisie te kijken. Iets minder dan de helft las of downloadde kranten. Hier meer uitkomsten.

Steeds meer Nederlanders benutten het media-aanbod op internet. Het aandeel Nederlandse internetgebruikers dat kranten of nieuwsbladen op internet leest of downloadt, steeg volgens het CBS tussen 2005 en 2008 met ruim een derde. CBS: ‘De toename bij internettelevisie en -radio is nog groter: het gebruik hiervan is vanaf 2005 meer dan verdubbeld. In 2008 is het aantal gebruikers van internettelevisie en -radio voor het eerst groter dan voor de digitale edities van kranten en nieuwsbladen.’

Digitale dagbladen populair onder alle leeftijden
Volgens het onderzoek lezen mannelijke internetters vaker digitale kranten dan vrouwelijke internetters, 54 tegen 41 procent. Ruim de helft van de 25-44-jarigen zou kranten of nieuwsbladen lezen op internet. Bij de andere leeftijdsgroepen ligt dit aandeel op iets meer dan 40 procent. Een op de acht personen die digitale kranten lezen, heeft zich daarop geabonneerd. Internettelevisie- en radio is naar zeggen van het CBS vooral erg populair onder internetters tot 25 jaar. Ruim 70 procent van deze jongeren gebruikt deze media. Het gebruik van internettelevisie en -radio neemt af naarmate de leeftijd stijgt. Bij personen vanaf 25 jaar zijn internettelevisie en -radio ongeveer even populair als onlinekranten.

Gebruik traditionele media neemt af
‘De opkomst van de digitale mediaproducten gaat ten koste van fysieke media, zoals kranten. De totale binnenlandse oplage van dagbladen daalde tussen 2002 en 2008 met ongeveer 16 procent, van 4,3 miljoen tot 3,6 miljoen. Het aandeel huishoudens met een abonnement op een dagblad nam af van bijna 60 procent in 2002 tot 50 procent in 2007. Ook de uitgaven per huishouden aan dagbladabonnementen daalden, van gemiddeld 124 euro in 2003 tot 110 euro in 2007. Wanneer rekening wordt gehouden met de inflatie is de afname tweemaal zo sterk’, aldus het CBS. Voor staatjes kunt u terecht op de site van het CBS.

Gian Fulgoni, chairman and co-founder of comScore, presented crucial research at the OMMA Hollywood conference in Los Angeles on Monday. 

Brands using online video ads have seen lifts of from 20 percent to 40 percent or higher in terms of incremental buying.  ComScore,  tracks the online viewing and shopping of 2 million individuals in the USA.

View more from Fulgoni in this interview with Beet.TV

At Silverlinemedia.tv our customers are seeing the benefit of delivering their message and promotion in video format rather than text and pics. Sound and motion captures attention and drives desire so effectively. No suprises that hard statisitcal data is now backing up this obvious view.