Tired of seeing the same in-stream video ads over and over? The people selling them are getting sick of it, too. According to ad execs speaking at yesterday's Streaming Media East conference in New York, one reason for the lack of variety is a lack of creative.
"We don't get multiple creatives," said SVP Digital Sales at Martha Stewart Living Omnimedia Christine Cook, alluding to the time the same pre-roll ad for a particular advertiser kept popping up before video clips of Martha demonstrating recipes for pasta or brownies.
Cook (what a great name for a Martha Stewart ad seller!) had the crowd audience cracking up. As it turned out, the ads were for a laxative brand.
Noting the promise of hyper online ad targeting, Cook said she would like to see agencies develop more creative elements to enable customized variation of Web video ads. "We're not getting as much creative...so you lose that opportunity of having that one-to-one [targeting]," she said.
Not only are advertisers and agencies overwhelmed by the options, they might not have the ability or budgets to produce a lot of varying creative or Web video elements, said Peter Naylor, SVP Digital Media Sales at NBC Universal. "They're as resource constrained as anybody."
From Cook's experience Web video advertisers are also are reluctant to provide shorter spots. Part of the problem is a lack of standards, she believes. Different publishers ask for different ad lengths, or offer different video formats, for example.
Speaking of ad burnout, Cook said Martha Stewart even tried reducing ad rates for 5-10 second spots to spur use of shorter ad slots. Referring to longer spots, she said, "We knew it was burnout for the consumer."
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.