Multi Media Advertising

Advertising models are rapidly changing as new media is taking hold of eyeballs once commited to print and television. We take an overview of revenue opportunities in rich streaming media.

Advertising Growth

The fundamental market drivers of advertisers to spend advertising budget online include:

Internet Usage - With increasing numbers of Americans online, marketers have greater opportunities to reach consumers who are interested in a given category.
Broadband - making rich interactive media a baseline standard
Web 2.0 - The consumer is in control
Corporate Accountability - The Internet provides the transparency now demanded by the market
Economic Growth - the economy continues reasonable growth
Televison Competition - The Internets streaming capability is threatening normal modes of broadcasting, with interactivity adding a web advantage.
Search Capability - is continuing to evolve and grow

Although relative year to year growth is reducing from 28.8% in 2004, to 17.7% in 2005 and 12.8% in 2006; the absolute dollar spend is increasing, signalling steady growth in the interactive media market.

Source eMarketer.com

Advertising Revenue Opportunities

As rich media content is only limited by technology, many cobbled together content clips pervade the Internet. One only has to look at a sampling on YouTube to see the wide range of consumer contributed video quality.

The advertising opportunities on YouTube typified by pre-roll advertising is evident. Tips on Video Ads

So too are other multimedia sites, strangling the free flow of content with top and tail advertisements. Afterall, advertising is what pays the bills.

The challenge is in getting suitable advertisers willing to sponsor such a wide range of feeble pranks, home made music videos and production clips.

Super Deluxe

Yet to launch Super Deluxe may have the answer. One of the first expected niche search engines, Super Deluse will feature animated content from scouted talent, live performances from standup comics, and other viral content.

Community features, including blogs will allow fans to interact with creators and upload their own content to their profiles.

Real

Real.com and RealPlayer were founding gateways to multimedia content. As audio and video became an expected norm on any site, viewers became impatient of buffering or loading. Flash video and Real Networks became of rights-managers of streaming content.

Brightcove

Brightcove boosts the market for white-labeled media players, offering a revenue supported, decentralized distribution model for content.
As media ownership and revenue models are formative at best, questions are already being raised.

Is this signalling the decline of major cable networks?
Is Web 2.0 the answer?

Only time will tell. Read more....

Advertising Media Elements

Video Ad Performance Year One

Rich Media Performance Measurement

Creative Control

In spite of advertiser goals to have users interact with their commercial content, we have yet to see any advertiser let go control sufficently to enable consumers creative control to manipulate their ad media content.

Consumer-Manipulated Advertising Content

Professional video editing capabilities are now affordably and in the hands of consumers. This is driving greater creativity in user content.

Users can now manipulate existing video content to their liking, creating uniquely entertaining variations. A form of media entrepreneur.Advertisers are doing this themselves, with varying degrees of success. The real magic will happen when consumers take their own shot at manipulating content.

What savvy marketer will be willing to give content to consumers and let them run wild? Consumers have the tools such as QuickTime, iMovie and Windows Movie Maker, and a place to display their creative attempts on YouTube and MySpace. Currently, limitations are more to do with legal rights, needing clear permission to remix without fear of prosecution.

This is the ultimate multimedia form of viral marketing. As advertisers measure up the balance of risk/reward, consumers are embracing the opportunity.

Dynamically Mashed Ads

Next: Advertising Media Elements