Ellen Wesley discusses the growth of web video and it’s potential to secure advertising and what her process is in gathering new audience members.
Some of Ellen’s VlogViews:
“All of the shows are ad supported. All of the shows are entirely web based that are free for anybody to come online and take a look at these shows. You don’t pay as a viewer nor do you register as a viewer, so it’s completely flexible from a viewer standpoint.”
“My show is targeted to senior decision makers in all renewable energy, which includes solar, wind, biodiesel, ethanol, geothermal and biomass.”
Geoff Ramsey discusses the importance of engaging in new media tools, as well as what changes we can expect in the delivery of advertising messages online.
Some of Geoff’s VlogViews:
“Test. Test. Test…You can read all the research you want…but at the end of the day, if you don’t try [new media] stuff yourself, you’re going to be behind the curve.”
“Whether you’re appealing to a younger demographic…or an older demographic, across the board people are watching video online, whether that’s a Youtube video or they’re going to Hulu or watching it on CNN.com…80% of Internet users are watching video on a regular basis, today. You can’t ignore that.”
“This whole pre-roll thing…will not be in the discussion in three years, because that’s the old model -“ the interruption/disruption model…That’s not going to cut it anymore…The advertising has to become part and parcel with the content that people came to see.”
Tom Beeby, Executive Creative Director for Beeby Clark + Meyler, discusses the trials and tribulations of digital advertising and what it means in the current economic climate. Recorded at the Business Development Institute’s Web Video Leadership Forum on February 24th, 2009.
Some of Tom’s VlogViews:
“The obvious glaring mistake for online video advertising is to create a one hundred percent passive experience, where consumers are just asked to sit there and consume a brand message passively and we hope that they spend a lot of time with the brand and walk away with their perception of the brand shifted.”
“It’s not to say that the web is the end all be all of all your marketing activities but it should act as a hub where all the different media channels point to it.”
“As you look at some of the big brands and the decisions they’re making with regards to kind of fine tuning their mix of media spending,more and more often they’re looking to TV to cut budgets and to amp up spending in areas that are more accountable, such as digital advertising where every dollar can be looked at, and statistically observed for effectiveness and fine tuned to increase effectiveness.”
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Stuart Elliott, Advertising Columnist for The New York Times, discusses the role of PR and advertising in the marketing mix and how to market in a recession.
Some of Stuart’s VlogViews:
“Several times I’ve written about campaigns…and it turns out there’s no advertising agency on record involved. The PR agency is the lead agency; and they’re the ones who are doing the quote-unquote advertising.”
“It’s sort of hard to tell where advertising starts and PR ends, or where the new media come in and where the old media step back. It’s being thought of in a much different way now. A lot of those lines are blurring or being erased completely; and as a result, a lot of agencies, a lot of marketers are scrambling to try to adjust to these realities.”
The shift to an opt-in culture “is a challenge for everybody, because you have people saying, ‘I’m not going to have this commercial wash over me; I’m going to choose when and where I want to be interrupted’…It’s the consumer who decides if he/she wants to engage.”
On the current economic crisis: “The question is whether these particular tough [economic] times are so unique and unusual that some of the traditional rules are not going to be effective in this climate.”
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