http://consultaglobal.wordpress.com/2008/03/26/online-video/ innovation and management consulting Fri, 04 Jul 2008 07:40:21 +0000 http://wordpress.org/?v=MU http://consultaglobal.wordpress.com/2008/03/26/online-video/#comment-10844 Hessie Jones Thu, 27 Mar 2008 13:22:03 +0000 http://consultaglobal.wordpress.com/2008/03/26/online-video/#comment-10844 Online video is definitely mainstream. Media fragmentation is increasingly evident and users have sent a clear message of choice: when, where and what device they consume video. The challenge for advertisers to to figure out how to get to these groups and how to effectively target them when their audiences are constantly moving from one medium to another, and consuming video when it is convenient. This audience fluidity cannot reasonably predict a time and place to effectively reach this group. So do it in their terms while they're watching video. Make the ad part of the content and make sure it's contextualy relevant or else you'll annoy the heck out of them. And give them the power to turn off the ad if they desire. Online video is definitely mainstream. Media fragmentation is increasingly evident and users have sent a clear message of choice: when, where and what device they consume video. The challenge for advertisers to to figure out how to get to these groups and how to effectively target them when their audiences are constantly moving from one medium to another, and consuming video when it is convenient. This audience fluidity cannot reasonably predict a time and place to effectively reach this group. So do it in their terms while they’re watching video. Make the ad part of the content and make sure it’s contextualy relevant or else you’ll annoy the heck out of them. And give them the power to turn off the ad if they desire.

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