Hi. I’m YouTube. I’ve never spoken before, so forgive me if I sound like a computer. I having been designed by engineers not ‘creative people’ with sub-par GPAs. I wasn’t made by the sales and marketing people who, in college, cheated off those who programmed me. Sorry- that came out wrong. That takes me to…
There’s been a lively debate recently among online-video enthusiasts about Google/YouTube’s capacity to sell display advertising. Sales people need different skill sets selling paid-search (automated, measurable, bid-based) versus display advertising (which is less measurable and more like selling television or print). To understand the distinction, see Google’s video; this is something we’ve been exploring at…
Corporate work can be slow and boring, so agencies are refreshingly energetic by contrast. Fast… sometimes too fast but that’s better than sitting still, right? I just read an interesting piece about the “creative exodus” in adland. It actually contradicted my past 3 days, where I realized that three online-video enthusiasts had moved into three…
Big agencies are not finding social-media profitable or worth the hassle. How can marketers innovate? Help the agency through these challenges.
Don’t get depressed about the economy folks. Even wrecklessly stupid brands are squeezing old-media spending in favor of paid search, targeted interactive advertising, and … yes… even online video. Marketing and advertising spend on online video has a good future. Even though it’s a small sliver of online spending and difficult to measure (slicing fog),…
I’ve often debated with myself who’s responsible for radical changes in online-video consumption and advertising. Creators? Marketers? Agencies? Media properties? I attended a recent iMedia Connection event, and found out an unlikely decision maker that advertisers and marketers agree will be the real driver of change. Um… you. See the chart below. You as the…
“The price of a thing is the worth it will bring.” I love that quote, but the reality is that “viral” video pricing has been less about worth and more about cost plus. If anyone should know the “fair market price” of a viral video it should be I — or me (depending on which…