Dee Sandin
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A ton of money is going to online video advertising, but very little of that is going to user-generated amateur videos. For now, advertisers fear their ads could accidentally appear in clips that have nudity, foul language or even criticism of their brand. According to Jayant Kadambi, chief executive for YuMe Inc.“That’s a holdover from the TV days. If someone runs a TV show that the general audience doesn’t like, the advertiser gets yelled at.” And fined. Janet Jackson Superbowl fiasco, anyone? Even though Google has been showing new video formats to generate money from its purchase of YouTube, it has been very cautious not alienating users or advertisers. Success will finally depend on video-sharing sites separating quality video from the gargabe and tagging ads accordingly.  "You really don't know what you are going to get until you see it," she said. "A user-generated (clip) could be 30 seconds or three minutes. You have no idea of the quality. To make a user pay with their time with any type of preroll is risky." By contrast, she said, a user can expect a certain level of quality from a specific show or sports highlights offered online.
"There's an exchange there," Paoletti said. "You are willing to watch advertising because you know what you're going to get." With education and innovation, Greenspan said, "by and large we can close the gap. I don't think it's ever going to consistently match top brands, but we're still talking about a huge move upwards from where it is. Right now it's just ridiculous."
(apnews.myway)References: apnews.myway, Filed In: |
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