Online Video and Paid Search Run Counter to Shrinking Online-Advertising Spends

Laurie Sullivan of MediaPost reports that paid-search and video are the “bright spots” of online ad spending according to a recent eMarketer report. “Search and video were the only two media that experienced growth this year, although much less than the prior year,” according to the article.

Two trends to watch according to David Hallerman, eMarketer senior analyst.

  1. The first is the move toward non-advertising marketing. That is particularly true in the online space, where marketers focus more on social media (so estimates on spending can be misleading because the numbers fail to capture the full extent of the growth in online marketing).
  2. Second, the way we’re using various media impacts ad spending by traditional media losing audience and associated ad dollars, and the social Internet has begun to alter how marketers need to communicate with customers and prospective clients.

Go check out the article in MediaPost for some fun-filled stats that reaffirm that video has power… because it’s a hot portion of the online mix, and has direct impact on a company’s ability to show up on search results (more YouTube videos means a greater chance of placing high on organic results on Google). And if you’re rich enough to buy the $700 eMarketer report, please send me a copy. 🙂

Amateur YouTuber Does Integrated Promotion for Take180. Too Bad Site Flounders Technically.

Another popular YouTube artist has been tapped for a comprehensive promotion that involves a sponsored video, significant promotion on the client’s website, and even online-media ads promoting the YouTuber. Kelly, the shoe-loving persona of Liam Kyle Sullivan, posted a recent video interviewing her Aunt Sarah (another Sullivan persona). The video mentions Take180, a website where viewers interact with serial web shows and compete in challenges to develop plots.

As a raving fan of Kelly, I was stopped right in my tracks. When I later saw a display ad for Take180 (featuring Kelly), I was quick to visit, register and even TRY entering a contest (more on that in a minute).

This is a great use of a known Internet icon to promote an unknown website. The promotion wasn’t just a YouTube video promoting a sponsor, but a full partnership that’s the web’s equivalent of William Shatner and Priceline. Kelly fit the persona of Take180, and they’ve embraced her on their site and in digital promotions. This is a win-win since many of us wouldn’t have looked at Take180 without her endorsement, and Kelly’s getting some exposure to people that may not know her yet.

I would expect Liam took a modest stock grant as well as a decent paycheck for his participation. We can’t have Kelly pimping any old website and becoming the Internet’s version of Ed McMahon, can we?

Now the bad news (see clarification post 24 hours later). The site is a technical disaster. It didn’t know I had confirmed my e-mail address until I logged out and in again. It logged me off without explanation. The interface was graphic heavy and non-intuitive. Worse of all, when I tried to upload a video (I had shot, edited, titled and scored… it rejected each format). Will I be back again? Not likely.

It’s usually the other way around. Great technology with lousy marketing. In this case, it may be time Kelly took those technical Betches outside and showed their ass the back of her heel.