Instagram recently announced 30-second video takeovers as part of their expanding advertising inventory. With a young and savvy audience, and a social network with a ton of power, why resort to such old methods which infuriate their audience?
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From the CEO
It sounds impossible. Higher revenues without pre-roll, a better user experience, increased profitability. Not only is it possible, we think it's the next evolution of digital video ad sales. The strategy is based on the idea of creating an engaging, interactive platform, featuring advertising and brand integrations that add value to the experience.
This week Pinterest unveiled its new video-like ad platform and new pricing model. Read my take on the new platform and how I think they could have done better.
Why do brands and publishers insist on overlaying videos with hot spots and overlays? They’re a constant distraction and give interactive content a bad name.
When Mae West declared that too much of a good thing could be wonderful, I don't think she was referring to advertising. There's a need to balance bottom line revenue goals with content experiences viewers can enjoy.
It’s time to redefine business models to fit the mold of today’s technology. We believe if you build something truly innovative, something that adds meaningful value to the market, you should bet on yourself and the product you built.
Second screen. Multi-platform. Cross-channel. Too many screens simultaneously, means distraction and more work for your audience. For publishers, it means significant marketing and development costs and huge risks of a boom or bust campaign. Will it be a value added experience for consumers? Or another distraction leading to loss of audience?
The trend of the marketplace is TV everywhere. What they are really talking about is mobile phone usage and over-the-top (OTT), the ability create content networks that skip cable operators and go directly to consumers. The audience using those devices are expecting engagement. Check that - they crave it!