[Pre] Rollin’ With the Homies
I’m sure many things happened these past 2 days at the OMMA Hollywood Party
– I mean Conference – that were rip-roaringly entertaining, but I’m gonna go
with this one: the Shunning
of the pre-roll ad.
Nine of ten panelists agree: the
30 second spot “has no place on the Web”. (Duh.) Not only are Internet video
users impatient and clickhappy, ready to navigate away from anything that has the faint odor of an ad, but there exist too many alternatives for them to stick with
their original choice. We just don’t grin and bear it anymore.
Speaking of alternatives – how
about they come up with one for the pre-roll? Video sites and agencies have yet
to combine their resources to come up with a sustainable, innovative and
optimized ad model alternative. And they keep blaming each other. “It’s Agency
that doesn’t want to change,” says Video Site. “Shut up, dork, it’s you that doesn’t want to accept what we
might have to offer,” Agency replies. (While sticking out it’s tongue.)
Whatever it is, it just has to be effective. And how do we
tell that? Ah, measurement. As posted
on MediaBytes:
By
measuring the reach and response of traditional TV spots in a mixed media
campaign. Such a campaign may include: an animated Flash ad, a purpose built
custom online video message and a non-video-based format, such as a text
overlay. The results can easily be compared in terms of: click-through rate,
viewing-time length, conversions [where applicable], and costs per interaction.
Or how about a post-roll ad? Check out what a VC in NYC had to say about
this:
…post-rolls
are something else entirely. If they are well targeted and entertaining,
they’ll be viewed as relevant and will be watched with interest. If not, the
user will just navigate away. No harm, no foul. And they’ll keep coming back to
your service for more entertainment.
And
the final idea
of the day: Turn the 30 second spot into a 5 minute one. What was that? Be the
content?
