Electrosmart Digital Publishing BMAPS Digital Publishing
Members Vault
ESL Login

Latest Updates

IM News
Free Tools


5 Steps to Being a Successful Author

Guidelines for Editing Non-Fiction Books

Book Formatting

Selecting Font Size and Type

Getting Published

Realistic Odds of Getting Published

7 Steps to Writing A Book Publishing Query

Tips on Writing Book Proposals The Way Editors Want

Publishing Ettiquette

website security

The Problem With Online Video Ads


The advertising industry recognises that technology is enabling viewers to skip advertising, and TV spot’s are becoming less effective. Companies are allocating more significant dollars into online advertising, a large part of that to video ads. But are the same mistakes being made with video online as text online?

When text was first published online, there were many advertisers and publishers alike who presented the media formatted as they would present it in print media. It soon became evident that this was a mistake.

The interactive potential of the Internet presents an ideal foundation to drive media creativity. Purchasing video footage has never been easier for agencies. Yet, too often we are seeing 15 and 30 second television spots blatantly repurposed as online video ads, and uploaded to social networking video sites. But media savvy consumers are not accepting the overly used repurposing of video created for TV, for online presentation. At the first sniff of a repurposed ad, consumers turn off and stop watching. Trouble is; advertisers have yet to take on board this behaviour. They continue to purchase millions of dollars’ worth of online video inventory every month.

So what does this all mean to the Digital Publisher?

Firstly, digital publishers can take advantage of this demand by supplying pre-roll, mid-roll, post-roll, inventory. But more importantly, publishers can provide the guidelines for video format and use.

It comes down to education of the advertising industry. Publishers now have more power to dictate what inventory can be sold on their sites, so it makes sense for publishers to drive the publishing best practices. They know their audiences better than advertisers and provide the interface technology to reach them.

Effectiveness measurement could be the key. 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.

As digital publishers, our challenge is to be more effective than previous media generations. Agencies must encourage their clients to make strategic changes toward improved effectiveness. And advertisers must reassess their online strategy of using the same media format in multiple presentation mediums. In simple terms that means: don’t run TV spots online.

The power of Internet media, whatever the format, is a responsibility shared by advertisers, agencies and publishers. It’s the Publishers who have the power to make the industry react.