TV To Bequeath ‘Best Ad Medium’ Title to Web Video

I may have mentioned yesterday that TV was going down. "It’s dying," declares the NYT’s Damon Lindelof. Because of the writers’ strike? Writers, schmiters.

TV advertising had already hit its peak.

Making room for online video ads. Erik Sass was on a (pre?) roll with 2, count ‘em TWO articles on the same day about online video advertising. Granted, this Pre-Roll was not nearly as delicious as the ones featuring Lotus at Brightroll‘s Billionth Served Ad party at Slide last week, but I don’t think he drinks Cointreau – in the morning, anyway.

The first, entitled Online Video Threatens Traditional TV Spots is just as it sounds. Online video is threatening traditional TV spots. Cheaper, faster, better: you know the drill. The second is a little more adventurous: Online Video Ads Score Well With Users. "Online video ads are doing better than pop-ups and pop-unders, with
only 31% of those surveyed taking a strongly negative view of video
versus 55% for the latter," he reports from OMMA Video. But they do admit that is sort of an imperfect comparison. Like, what would you rather I do, kick you in the shin? Or hit you over the head with a chair? Shin, please. Furthermore, "the number of consumers taking a strongly
negative view of online video ads has been increasing over the last few
years, indicating that the novelty is wearing off."

I’m sorry, but the novelty of this will never wear off. User-generated content was another hot topic at the show. Human kitsch or not, as the WSJ notes, "pseudo-faux celebrity" status is "pretty sweet" and the sheer volume of viewers is something TV should be jealous about — and something that advertisers should start drooling about. On the flip side, you’ve got average Joes entering ad-creation contests for big brands, and winning. "…giving rise to an entirely new class of ‘semi-professional’ content producters."

So what’s next? Ad Booster, for ads on mobile video. And after that, come the aliens.

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