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Will It Brand?
The Future of Advertising in an Online World of User-Generated Content
05/09/2007
The Audience for Advertising is Fragmenting
Tivo, IM, Texting, Video Games and Online Video
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What Works/What Doesn't
- Problematic when brands try to control the UGC
- WalMart’s blog and more
- WalMart’s blog and more
- Works best when users embrace the brand free of corporate control
New Set of Metrics to Measure Success
- User Engagement With the Brand
- Making Videos
- Passing Along Videos
- Active vs. Passive
About the Creative
- The creative must match the unique properties of the viewing platform
- Pre-roll, Post-roll, Mid-roll, etc.
How to Advertise on UGC Video
- Streaming Video - 3X higher brand awareness & message association
- Dynamic Logic MarketNorms 2005
- 80% of Web videos viewers called in-stream ads annoying; 75% claim to ignore
- Forrester 2006
