Rest easy networks, while online video is growing, it will take years for video advertising to get even close to TV dollars.
Advertising Age has an insightful article about the many challenges facing online video including “fragmented audiences, limited inventory, a lack of video created specifically for the web and a still-evolving ad-buying model.”
These are all legitimate issues, but the biggest challenge will be to create a new ad model that suits the medium and the consumers. The two fundamental things that are unique about online video are: syndication and niche publishing.
A smattering a video is available from many sites, but there isn’t one website where you can browse video news and entertainment in any organized fashion. So content producers won’t pitch a pilot to NBC.com, they’ll syndicate programming to all relevant websites across their vertical niche. TV is already adjusting to the syndicated model, as you can […]
Published by John Gartner
Continue reading: TV Ad Model Doesn’t Fit Online
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