Online video ads, a more accountable, relevant version of TV
commercials, are going to save the marketing industry, right? Not so
fast, warns Dynamic Logic. It seems intuitive, but there's a huge difference in effectiveness
depending on the ad, the web-research firm reports. The top-performing
ads can lead to a 37.8% lift in ad awareness while the
bottom-performing ads barely registered any increase. And creating that
online-ad awareness is the first step to moving the needle
There are certain things you just don't want to see after the holidays
(Christmas trees, the joy on a little child's face). A "Year in Creative" look
back is surely among them, but I feel justified undertaking such a thing in light of
Ad Age's recent citation of you, the consumer, as the best agency in the
land. There is logic in Ad Age's choice, given the
profound change effected by consumers' increasing ability and inclination to
actively participate in branding.
Marketers Still Not Realizing Full Potential of Online Video
Written by Webmaster
Friday, 19 January 2007
Brightcove's Adam Berrey said the 'most innovative stuff [online] hasn't been
around the video but in the content itself. With online video projected by eMarketer to reach 157 million viewers by 2010,
advertisers and content providers alike are scrambling to find a way to frame
any kind of advertising message around their clips. The volume of content and the technology to display it are both at an all-time
high, but it's the advertising agencies that have been slower to experiment with
web-based ads,
Audi: New Communications Strategy to Add More Digital, Experiential Marketing
Written by Webmaster
Friday, 19 January 2007
The head of Audi of America said the automaker is "frustrated" it hasn't been
able to break into the ranks of America's top luxury brands as it has done in
other parts of the world. But Exec VP Johan de Nysschen vowed the marketer will
be bolder and more aggressive in telling its brand story than in the past. Mr. de Nysschen, speaking at the Automotive News World Congress yesterday, said
Germany's Audi has identified North America and Asia as its two major growth
markets
News & Articles 
Online video ads, a more accountable, relevant version of TV
commercials, are going to save the marketing industry, right? Not so
fast, warns Dynamic Logic. It seems intuitive, but there's a huge difference in effectiveness
depending on the ad, the web-research firm reports. The top-performing
ads can lead to a 37.8% lift in ad awareness while the
bottom-performing ads barely registered any increase. And creating that
online-ad awareness is the first step to moving the needle
There are certain things you just don't want to see after the holidays
(Christmas trees, the joy on a little child's face). A "Year in Creative" look
back is surely among them, but I feel justified undertaking such a thing in light of
Ad Age's recent citation of you, the consumer, as the best agency in the
land. There is logic in Ad Age's choice, given the
profound change effected by consumers' increasing ability and inclination to
actively participate in branding.
![Brightcove's Adam Berrey said the 'most innovative stuff [online] hasn't been around the video but in the content itself.](http://adage.com/images/bin/image/photo/berrey011807.jpg "Brightcove's Adam Berrey said the 'most innovative stuff [online] hasn't been around the video but in the content itself."){kind=small}
Brightcove's Adam Berrey said the 'most innovative stuff [online] hasn't been
around the video but in the content itself. With online video projected by eMarketer to reach 157 million viewers by 2010,
advertisers and content providers alike are scrambling to find a way to frame
any kind of advertising message around their clips. The volume of content and the technology to display it are both at an all-time
high, but it's the advertising agencies that have been slower to experiment with
web-based ads,
The head of Audi of America said the automaker is "frustrated" it hasn't been
able to break into the ranks of America's top luxury brands as it has done in
other parts of the world. But Exec VP Johan de Nysschen vowed the marketer will
be bolder and more aggressive in telling its brand story than in the past. Mr. de Nysschen, speaking at the Automotive News World Congress yesterday, said
Germany's Audi has identified North America and Asia as its two major growth
markets
