My last column, "How TV Networks Are Tuning in Online," got me thinking about online video in general. It seems like everyone is creating video content, but few know all the uses for it. Using TV networks as my inspiration, I want to offer a look into the additional ways advertisers can get traction from their online video.
What Can We Learn From the Networks?
How Can We Deal With Change and Convergence?
Broadcasters will have to deal with convergence in two ways. First, an increasing number of their TV viewers will start turning to the Internet to watch their programming. Second, the TV set's capabilities have started to expand. For advertisers, this is potentially good news. As media progress, advertisements can evolve with them, and this can mean better targeting capabilities, an extended marketing reach, and improved feedback channels.
Media convergence is moving us from a situation where marketers broadcast their message to end users in the attempt to grab their attention to a place where advertisers can have a two-way dialogue with their consumers. Using this to their advantages, marketers and broadcasters can reach people in a central location and deploy dynamic, direct-response tactics to elicit valuable feedback. While they aren't employing the most radical technique, TV networks are opening up their programming for use outside of television sets and establish their Web sites as online destinations. It would be nice to see TV broadcasters take a more proactive approach to implementing emerging online trends since they more than anyone have resources to put them into action on a large scale. But for now, the potential for change will have to tide me over.
Meet Andreas at ClickZ Specifics: Online Video Advertising on July 22, at Millennium Broadway in New York City.
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An online advertising veteran for over 12 years, Roell was a cofounder and chief Web strategist for Prime Player, the Internet's first portal for sports participation. He earned his MBA from the University of San Diego, graduating magna cum laude. He earned a bachelor's degree in international business from the University of Nevada, Las Vegas, which recruited the professional soccer player from his native Karlsruhe, Germany, to play for the UNLV Rebels.
Roell sits on Interactive Advertising Bureau's online lead generation board and is a frequent industry expert with such media outlets as Fox News and NBC. He's an active angel investor and frequently functions as advisor to early-stage technology companies. He is president of the San Diego Advertising Federation and was named one of San Diego's Top 40 Entrepreneurs Under 40.
March 19, 2014