Dan Rayburn writes about the poor targeting of online video ads. I think the problem is that the revenue flowing into online-video is going through media buyers. Media buyers look for reach, frequency, and price.
While Rayburn shouldn’t be seeing ads for female razors, the targeting and placement shouldn’t be about registered users and IAB-approved ad units.
I like the deals that involve more than display, and have a creator interact with the brand. The creator has a giant fan base… a tribe. He’s introducing the brand to that tribe. It’s not a stupid animated banner barking for my attention or making me wait for a video to load.
May I change the model, please?
- Instead of 1) make product, 2) find ideal buyer, 3) shove the ads up their ass until they buy.
- How about 1) identify large, tight, influential groups that associate via online video, 2) seek products that fit their interests and needs, 3) have the leader of those groups mention them.
For crying out loud, we’ve become advertisement jaded and we’re in a recession. I’m not buying something because of seven targeted ads, I’m buying it because someone I trust endorsed it.