Home  › Media › Media Buying

Online Video Grows Up

  |  October 26, 2007   |  Comments

Online video is changing and maturing. What are you doing about it?

With online video, there's lots to criticize. It's not a hate or love thing. For many in this industry, it's about shaking up the comfortable convention of a video stuck on some Web site, with no regard for interactivity.

As online technology evolves, the line between the moving picture and interaction will blur. But will the ad industry maintain its child-like habit of slapping a video online and forgetting it? Or will it grow to adulthood, taking some responsibility for its offspring? Better yet, will it act like a carefree teen and experiment?

Some new functions and formats speak to the evolution we're going through, as interactive crashes with online video much like a big comet striking Earth:

  • Full screens. Many small ad units can now spawn a full-screen experience. This may not seem new, but it was a rare occurrence in the Web's early days. Being able to open the entire frame to the ad is a sea change for some, an annoyance for others.

  • Previewing. This marks act one of full screen. It's a smart way to give users a taste of the video in play before going full screen.

  • Expandability. Though expandability isn't a new format, having video play in a maximum horizontal width is another stride. It really doesn't stop at format, because we're building in Flash, thus a number of additional elements can fill that frame as well.

  • Framing. With the use of layering in Flash, we can move out of the 4:3 standard video box advertisers commonly used and consumers commonly ignore. The ability to reframe a video frame represents a better way to integrate style and substance at the ad level.
  • There are at least another dozen online video trends, and every day a new idea breaks the mold a bit more. But this isn't intended to be a pep talk about online video. It's a recognition that despite ongoing challenges, there are creative ways to make online video less stale and more interesting to users.

    Video is still in its adolescence. It's in a dark, cozy corner trying to impress someone, and its voice is cracking.

    For video to reach adulthood, we must continue to experiment. Ten years ago, programmers and art directors devised rich media format ideas, many of which are still in use. In the coming months, we'll see more interactive video advances, specifically in-video experiences. This form of integral interactivity has been around for many years, but a new generation of users is willing to accept it. And that's a good thing.

    That's why our medium is so exciting. It hasn't yet become an adult, nor has it become settled in its ways. For now, let's hang out at the vast online video party and have some fun until the parents get home.

    ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
    ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
    *Early Bird Rates expire April 17.

    ABOUT THE AUTHOR

    Dorian Sweet

    Dorian Sweet is the vice president and executive creative director of GSI Interactive who leads strategic development and innovation in online advertising, Web development, e-commerce, and customer relationship management programs. His work has brought award-winning online solutions to such clients as Clorox, Miller Brewing Company, GE, Visa, eBay, British Airways, Wells Fargo, Discovery Networks, Motorola, Kodak, Sears, 20th Century Fox, and others.

    COMMENTSCommenting policy

    comments powered by Disqus

    Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

    COMMENTS

    UPCOMING EVENTS

    Featured White Papers

    ion Interactive Marketing Apps for Landing Pages White Paper

    Marketing Apps for Landing Pages White Paper
    Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

    eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

    Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
    A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

    Jobs

      • Contact Center Professional
        Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
      • Recruitment and Team Building Ambassador
        Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
      • Design and Publishing Specialist
        Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...