The iGRP: Are We Apples To Apples Yet?

8 04 2009

Like pretty much everybody, I believe it’s only a matter of time before “TV” means pretty much any screen you can think of, anywhere.

Why wouldn’t it?

appleorangeFor now, there are some key obstacles, and they’re all interlinked. Some of the big ones are infrastructure and cost (particuarly in mobile), and — not insignificantly — the lack of an easy apples-to-apples comparison for media buyers.

Mediaweek reports that MindShare and online video ad network YuMe have taken a shot at creating a metric they call the “iGRP”. The idea is to have a comparable internet metric to the TV GRP.

You can get the YuMe iGRP whitepaper here. (PDF)

If this works even a little bit, I’d expect to see the same downward pressure on TV prices that’s happening to online publishers. Reckitt-Benckiser recently fired a $20M shot over the bow of the TV business, which is likely the opening salvo in a longer war.

This transition is not going to be quick and easy, and it’s certainly not likely to be painless. As Tom Friedman recently noted in his book about the changes in the energy business, “It’s not a revolution if nobody gets hurt”.

Still, I can’t imagine a more exciting time to be in the advertising and marketing business. So much of the talk is about the death of the old way of doing things, and I can understand that.

But the opportunities are all about what lies ahead. In fits and starts, we are witnessing the birth of something new.

Who could ask for more?

Photo Credit: Kharied

Web Commercial Wearout. It’s Great News.

7 08 2008

Daisy Whitney wrote a good post over at about getting sick of the same ads over and over again in online video.

While it may sound counterintuitive to say it, wearout is actually great news.

It means an audience is seeing online spots with enough reach and frequency to make an impact. OK, more than enough reach and frequency, but… you take my point.

“We can recall the ads, no problem: CBS Interactive says 50 percent of consumers remember the brands, claims 86 percent do, reports 84 percent of viewers recalled ads, and Revision3 says 100 percent of its viewers could name at least one sponsor (…) ABC also said ad recall is even higher for brands that mix up the creative or use interactivity than for those that simply repurpose 30-second spots.

Mass audiences are fragmenting into micro-audiences.

This means advertisers and agencies will need to abandon the traditional “pound the consumer into submission” tactics of mass advertising and learn how to generate new ideas faster and more cost-effectively than ever.

It’s an exciting time to be in business. Not an easy time, but an exciting time.

“Commercials In Online Video? OK.”

18 07 2008

Resuts of a survey of U.S. internet users aged 12 and older conducted by market-research company Ipsos MediaCT in February 2008 are in. AdAge reports:

“…three in four digital video consumers said they would find it “reasonable” for advertising to appear in the free digital (…) full-length TV shows and movies, while about two out of three said the inclusion of advertising would be reasonable with free access to music videos, short news or sports clips.” But, people are less open to this for amateur-produced content.

There’s a relatively brief window of opportunity for advertisers to adopt online video. If we allow it to close, consumers may shift their expectations. Read the AdAge article here.

12 Billion Good Reasons To Watch Online Video (And One Horrible One)

17 07 2008

If you haven’t been keeping an eye on online video, there are more and more reasons to pay attention. The first 12 billion reasons come from WebTV Wire. Some highlights:

  • ComScore says 12 billion videos were watched in the US in May, up 45% since last year. This includes YouTube and streaming TV ventures like Hulu.
  • ArsTechnica says in the same period there were 142 million unique viewers. If so, 3/4 of all US Internet users have watched video online.
  • Average user watched 85.3 videos during the month
  • Top 3 sites: Google (includes YouTube), Fox (includes MySpace video), Yahoo.

Will This Super-Villain Be A Hero?

Few people have the cult audience that Joss Whedon does. And far fewer have the nerve to take the creative and business leaps that he does. His latest experiment is Dr. Horrible’s Sing-Along Blog: an online musical about a super villain.

Great post from GigaOM here, with details of how it was funded, promoted, etc. Whether this succeeds or fails, it will tell us a lot about what’s possible in online video.

Online Video Grows A Brain

14 07 2008

UPDATE: GigaOM on Google’s new YouTube ad video units, and a bit more on Veoh.

For all the hand-wringing about the death of TV, it’s still solidly at the center of most marketing efforts.

Before online video can steal market share, it has to prove it’s smarter than the boob tube.

Is that about to happen?

Good story today at TechCrunch about the just-out-of-beta launch of behavioral targeting for video, from Veoh. Ads are targeted at one of nine groups: action videos, cars, pop culture, sci fi, anime, and family fare.

Veoh says that during the beta, ads that were behaviorally targeted performed twice as well as ads that were not. Still, as TechCrunch correctly points out:

“Veoh not only needs to prove that it can provide better response rates to its video ads, but that it has a large enough inventory of advertiser-safe videos to matter. To do that, it would have to somehow monitor video-watching behavior beyond its own site (which it could do via partnership agreements) and become more of an overall video ad network. It would then have to make sure it doesn’t get tangled up in some of the privacy issues that behavioral targeting for display ads are running into.”

Some more issues:

  • I think Veoh will need to stimulate more online video viewing, so that there’s enough behavior to measure and target from. For decades, conventional TV has run tune-in advertising. Why hasn’t online video done the same?
  • Also, it will need broad enough content to build those data sets for the various targets. That may be tough going with audiences already so fragmented.

Despite the challenges, I’m excited about what Veoh is doing. Whether they succeed or not, this — or something like it — looks like the future.

UPDATE: Speaking of the future, what does the video home of the future look like? See for yourself at NewTeeVee.

Note: The image used in this post is not a photo of Seth Godin. At least, I’m pretty sure it isn’t.