Online

When it comes to online advertising, no two ads are alike and no two ad campaigns are. This leads to a lot of insecurity in the market, especially with new platforms popping up each year. For broadband video, there are definite rules to be followed.

OK, so you've spent a ton of cash on developing a memorable 15-second video spot for TV.  Doesn't it then make sense to get as much mileage out of it as possible?  And doesn't this mean that you should look to repurpose that spot wherever you can, specifically in online video advertising?  Sometimes, but not always.

Are consumer advertising mashups as beneficial as today’s buzz suggests?

When Mixercast announced in June that its ad mashup initiatives surpassed one billion monthly page views, social advertising supporters celebrated. Soon after, the Contagious and Leo Burnett agencies delivered a pro-mashup presentation at the Cannes Lions International Advertising Festival. Ogilvy Worldwide proclaimed “revolutionary” mashups the Dada of the 21st century.

But there’s a flip side to each promised benefit.

A report on the "The State of Online Video: Going Beyond the Pre-Roll" session at ad:tech Chicago.

'Banner blindness' will slash the impact of just about any email and online ad over time. But the good news is that you can lift the effectiveness of your advertising by making a few rather simple changes. Three key takeaways from Sherpa eyetracking research.

The number of high quality original video projects created for the Web has accelerated exponentially this year, particularly since this past TV season was disrupted by the three-month Writer’s Guild of America strike, according to several digital media producers. Yet the jury is still out on whether online video has seen its first hit.

As both broadcast and cable networks ramp up their online video efforts, they're finding it's important to own that technology in order to give advertisers what they want: better reporting and targeting data.

For creative, the best online video campaigns use original, Web-only ads that are designed to elicit response.  Repurposed or edited :30s from television were a good starting point a couple of years ago, but there's no excuse for not developing online-only spots today.

Every publisher still has its own video player implementation. On top of that, there’s a variety of downloaded players that support both streaming content and locally played content.