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Google Adwords for Video October 3, 2011

Posted by Joanne KY Teoh in News, Reviews, Trends, Web Video, YouTube.
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The long-awaited Google AdWords for Video is finally here, in beta. Billed as a service that “combines the science of online advertising with the emotional engagement of video” Adwords brings Google’s auction-style advertising to the world of online video.

It’s something that the video community has been expecting ever since Google purchased YouTube in October, 2006. With AdWords for Video, advertisers pay only when their video is viewed; since viewers have to choose to watch the video, that ensures an interested audience.

The system offers four types of placement: In-stream (including pre-, mid-, and post-roll, with an opt-out option after five seconds), in-search (in the viewers’ search results), in-display (showing against similar content), and in-slate (the viewer chooses which ad to view while watching longer-form content). Video ads can show on YouTube or the Google Display Network.

AdWords for Video offers targeting options, so that advertisers can select the group they want to reach. They can target based on demographics, interests, and keywords. They can also choose to display an overlay ad on top of their video, giving more information or prompting an action. The advertising system ties in with Google’s existing analytics tools, so advertisers can monitor performance and make changes, if needed.

Google is offering a simple five-step setup guide for new customers. The steps include linking to an account, creating a campaign, creating an ad, creating a group to target, and then measuring the campaign’s performance. Go here for a ste by step guide to get started or watch Google’s video below:

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A TV Website is a Product, Duh. October 28, 2007

Posted by Joanne KY Teoh in Advertising, Convergence, Essays, Journalism, News, Trends.
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TV folks still don’t get it! When I’m consulted by broadcasters planning to launch an accompanying Website for a TV series, I am often floored by the silo-thinking that an online presence is merely something nice to have to reinforce the brand and generate awareness.

Little wonder that so many micro-sites purporting to be the online arm of a TV show are, well, so small and mono-dimensional. Sure, the bean counters on the board ask for the business case. It’s about time they drop the blinkers and TV-centric thinking and build the Website as a product.

The Website cannot be conceived as a brochure for reinforcing the TV brand, but rather as unique content sold as its own entity. It’s about leveraging the resources unique to broadcasters to implement a successful online strategy.

With Web content eating into the profit pies of print and TV, online financial success for broadcasters lies in creating true cross-platform integration with the TV side of their business. Traditional media are not getting the share of advertising because they have not got past the ways to monetize their Websites.

ESPN.com and CNN.com got it. And it’s simply that people will pay for content if it is valuable to them. What ESPN and CNN have done is increase cross-platform reach to their audiences by investing in and building their Websites. It’s about taking the information the networks have and knowing how to feature it.

ESPN.com developed cross-platform storytelling by streaming video and creating interactive games for their users. CNN.com emphasized the cable network’s strength in delivering breaking news by expanding on the I-Report feature which allows the portal to receive a large volume of breaking news without actively soliciting.

So instead of using third-party and costly software, broadcasters should create a local network of sites, organize the local Web and take advantage of what’s already available to create unique community. Some of the brightest minds in the industry know where the future lies and are steering their online products in that direction.

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