Jason Glickman from Tremor Media discusses video advertising on About.com's Video channel.
Following on Jason's two-part introduction to video advertising, the About.com video channel has added a video interview with Jason Glickman about video advertising and advercontent.
Transcript of Interview:
Tremor Media's Jason Glickman
We are seeing online video shifting in a couple of ways and so obviously when online video first started becoming a big hit a couple of years ago with broadband penetration, we saw a lot of longer form video ads. So you would see your typical 30 second ads and that is sort of where you got the user experience that we are seeing right now with preroll cuts where preroll got its bad name with a 30 second preroll in front of a two minute short form content. No frequency caps, same ad, over and over again. What we are seeing now is a shift. So there are companies, companies like Tremor that their dynamic insertion of ads and basically the ability to do frequency capping, so choosing the right ad based on the attributes of that user in real time, so that would be a frequency cap or geo-target, day part, behavioral targeting in different channels, we are seeing that become much more efficient. The other thing that we are seeing is a real effectiveness of the length of the ad tailored to the format, so a short-form piece of video content something two minutes or shorter, a 30 second ad is a poor experience. We are seeing that shorter ads, 15 second ads, ten second ads – we have run campaigns that were five seconds, even sometimes three seconds are very effect in that format. So we are seeing that and we are seeing creative shops building to that ad length in advance and building to that format specifically so that it works well on the web online format.
The formats that we feel will have the most legs are ones that have proliferated a good user experience and so preroll, while a lot of people like to write that off, certainly has a place in what we are seeing – as long as it has the right length and it is targeted correctly – preroll does have a place in front of good quality content. But I think were things will eventually go will be a blend of what people know as content and what is an ad. So we will see what comes down the line with adver-content – It's ad but it is also very entertaining. And so the key there and you'll see a lot of that kind of thing in user generated ads and a lot it with Doritos and some of the automakers created these Superbowl ads…and it was kind of a blend between entertainment and content and same thing with Dove and others who are doing that. We are seeing that more and more. So I think that could be and what may be where things go as you get these viral types of sensation that – they are ads but they don't necessarily smell like an ads – they are also content and entertainment at the same time.
Advertisers have to get more intelligent in where they create ads. They have to be themselves more entertaining, so I have seen ads on TV that kind of blend with the content. They incorporate actually for certain sitcoms they incorporate the stars of the sitcoms and it kind of feels like content in itself but they are talking about an ad, so again getting back to that adver-content model for online, we'll start to see that as well. It is content, but it's also an ad; it kind of blends together into a nice package. And that is going to be a motivating factor – people will want to sit through that whether it be in a preroll experience but also pass them amongst themselves virally whether it be on Myspace, whether it be on YouTube or emails, send it to a friend type elements…that sort of content and the content is king and that is what initiates that.
Every publisher and every large publisher has his own rules for excepting video. And so there is rules for excepting instream video, preroll, midroll and postroll video and there is rules for excepting videos inside of a banner. Everyone has their own standards and their own way of doing things. And so, because there are all these standards, it is kind of the Wild West in placing video ads and that is been – we have found – a big reason as to why advertisers have been a little bit hesitant to place a huge amount of budget online. WE are now creating these standards. So now with the support of the IB and the support of people who really get publishers and networkers alike, we are creating standards that really help advertisers, guide them at which formats, and how they actually do those formats across all properties.