Marketing Pilgrim's "Video" Channel

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The Right Way to Do Video Ads

We’ve long been told that to appeal to an online audience, traditional advertisers must change the way that they create their video ads. But studies say . . . no. A study by Millward Brown now indicates that the online video audience receives the same 30 second video ad spot quite similarly to offline viewers—nay, better than their offline counterparts.

eMarketer reports:

Web spots increased the viewer attention rate by 53%, awareness by 52%, consideration by 27% and favorability by 26%. Prompted recall of brand advertising was four times higher for Web viewers.

68% of the online viewers retained information from the ad breaks, as opposed to 59% of the offline viewers. Analysts cite various reasons, not the least of which is the tendency to get up and walk away during TV commercials.

Google Video on Demand Coming to Your TV?

Nothing creates more speculation on Google’s next products, than spying on their open job vacancies.

Digit Online is doing just that and, based upon what they’re seeing, makes some (not so) far-fetched predictions on Google’s television ambitions.

“The Google VOD experience is something that they could easily convince Comcast or Time Warner or Cox or insert cable provider here that that’s something they want to do,” [James McQuivey of Forrester] says.

Of course, we’ve seen this type of speculation many times before.

Unlimited Yahoo Mail and Mobile YouTube Coming

A couple of quick announcements for you.

  1. As of May, every Yahoo Mail user will have unlimited email storage. Will they still delete your account if you don’t sign in for 3 months?
  2. Meanwhile, YouTube will launch a mobile version of its web site in June.

A Trifecta of Yahoo Mobile News

Yahoo’s had a busy start to the day, announcing three new mobile initiatives.

  1. They’ve launched Yahoo! Mobile Publisher Services, “a suite of services designed to enable publishers to increase the discovery, distribution and monetization of their content on mobile phones.”
  2. They’ve opened up oneSearch to aforementioned Yahoo Mobile Publishers Services.
  3. They’ve announced a new mobile advertising alliance that sees Yahoo become the ad network partner for MobiTV’s mobile video advertising sales and delivery.

Desktops, Movies, Mobile and Ninjas!

You know, my Google Reader link blog would be even more useful, if I could add my thoughts to each added item. Instead, I’ll share some interesting news right here!

BTW, two of those news items come courtesy of MP readers. Thanks guys!

TV Guide to Offer Online Video Search

How in the world did my local paper get this out before I heard about it? I was getting so used to browsing the business pages and pointing out the articles we’ve already covered.

Well, now that I’ve been thoroughly humbled, on with the news. TV Guide is gearing up to offer a better online video search.

Wait before you rejoice. TV Guide will only cover fully licensed content—and not home movies. (I know you guys wanted to watch all of the awesome home movies of my baby’s first bites of solid food; we’ll have to rely on other video searches to cover that.) The Salt Lake Tribune reports:

The tool will not try to aggregate the thousands of user-generated videos featuring pet tricks, skits and other antics being posted on sites such as YouTube and Revver.

Microsoft Suspends Video Site

Microsoft’s video site, Soapbox, launched in September, has temporarily closed to new users. This comes in response to the (inevitable) video piracy on the site.

As a part of the NBC/News Corp/AOL deal in the works, Microsoft is trying to ensure that videos they’ll be paid to distribute won’t simultaneously be pirated on their video site. Think that ever happens on YouTube?

Or maybe the move has something to do with a certain $1 billion lawsuit.

My question is: how does not letting new pirates sign up help deter present piracy? Part of the answer, though certainly not all of it, is a partnership with Audible Magic, the same company charged with detering piracy on Google and MySpace.

Via Cnet.