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Contextual Advertising For Online Video?

27 Aug

Posted by Jim Kukral as Contextual Video Advertising, Online Video, Video Advertising, Video Business Models

What is notably missing from this list, especially from Google, is contextual targeting. I wonder if this suggests that contextual targeting is not as important for online video ads as it is for text link ads.

Online, Google’s adsense has been the premier form of contextual targeting, and it is primarily about direct response.

Television advertising is primarily about branding. Direct Response TV (infomercials) make up a very small fraction of TV advertising and they typically run in latenight and overnight time segments when both ratings and ad prices are low.

The question is whether online video advertising will look more like online, or more like TV.

For long form video online, it seems less likely that contextual advertising will be a good match. Long form video is more of a “lean back” experience, where the viewer is less likely to click on any ad, even a highly contextual one. That makes it hard for direct response advertising to work.

One Response

Jackie Ford @ Cpxclick

September 2nd, 2007 at 7:14 pm
1

Contextual ads operate much like traditional pay-per-click search engine ads. You bid for placement and pay a fee each time someone clicks on your ad, but instead of your ads appearing in search engine results, they appear on web pages on other sites.

I like to compare contextual ads to ads you might find in a magazine. Pick up any special niche magazine and you’ll see ads for products or services related to the subject matter of the magazine as well as ads on subjects that might be of interest to readers in the magazine’s subscriber demographics.

Want a good reason to try contextual advertising? Think volume and exposure. Consider all the sites you visit each day on the Web. Most of these are candidates for contextual advertising. Cpxclick.com claims to have partnerships with over 500 search engine sites in the system already. For a company wanting widespread exposure on the web, I can’t think of another medium that has the potential reach of contextual advertising.

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