Comments on: Chicago Tribune Lauches Embedded Video Ads and Stories http://www.daviddalka.com/createvalue/2006/07/05/chicago-tribune-lauches-embedded-video-ads-and-stories/ Digital Strategy Solutions, Change Management Leadership, Business Speaker, Payments Technology Convergence Sat, 11 Feb 2012 00:11:18 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Brandonhttp://www.daviddalka.com/createvalue/2006/07/05/chicago-tribune-lauches-embedded-video-ads-and-stories/comment-page-1/#comment-31 Brandon Wed, 05 Jul 2006 18:32:08 +0000 http://daviddalka.com/createvalue/2006/07/05/chicago-tribune-lauches-embedded-video-ads-and-stories/#comment-31 IAB recognizes that most internet users feel the same way as you do and as such STRONGLY RECOMENDS (since the net is not governed the same way as FCC areas of regulation) that all video be user prompted or enabled. Most sites adhere to this recommendation even if this change is made later on. Concerning the way that this is measured is on a CPM (cost per thousand impressions) and while it may vary from company to company the result that most advertisers are looking for is strong branding – based on the fact that television has widely been accepted as the medium with the strongest ability to brand that early forms of online video are directed towards the same accomplishments. Sorry didn’t mean to get off track but having the video be “user enabled” offers a significant boost to any of the sites advertisers – it shows that they are interested in the message/product and as such will interact. It also gives a much more accurate picture of statistics other than just how many times the ad ran. There are advertisers who are starting to become more educated in interactive advertising – how it is different and what the possibilities are, and this can be seen in the interactivity aspect being given more thought and attention than just showing a commercial. This will grow and improve in time as more publishers and advertisers become aware of what interactive advertising is truly capable of. As the saying goes “with great power comes great responsibility”, after the dot-com crash of 2000 we have a responsibility not to demand attention/revenue simply because we are better, (in part that mentality is what caused the downfall to begin with) we must educate, direct and explain – often more than once. And in doing so remember that as publishers (websites) we have a responsibility to not only to our advertisers but to our audience as well. IAB recognizes that most internet users feel the same way as you do and as such STRONGLY RECOMENDS (since the net is not governed the same way as FCC areas of regulation) that all video be user prompted or enabled. Most sites adhere to this recommendation even if this change is made later on. Concerning the way that this is measured is on a CPM (cost per thousand impressions) and while it may vary from company to company the result that most advertisers are looking for is strong branding – based on the fact that television has widely been accepted as the medium with the strongest ability to brand that early forms of online video are directed towards the same accomplishments.

Sorry didn’t mean to get off track but having the video be “user enabled” offers a significant boost to any of the sites advertisers – it shows that they are interested in the message/product and as such will interact. It also gives a much more accurate picture of statistics other than just how many times the ad ran. There are advertisers who are starting to become more educated in interactive advertising – how it is different and what the possibilities are, and this can be seen in the interactivity aspect being given more thought and attention than just showing a commercial. This will grow and improve in time as more publishers and advertisers become aware of what interactive advertising is truly capable of. As the saying goes “with great power comes great responsibility”, after the dot-com crash of 2000 we have a responsibility not to demand attention/revenue simply because we are better, (in part that mentality is what caused the downfall to begin with) we must educate, direct and explain – often more than once. And in doing so remember that as publishers (websites) we have a responsibility to not only to our advertisers but to our audience as well.

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