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About this episode

http://www.insidedigitalmedia.com/002-free-prospectus.phpIf you would like to know how consumers will learn to click on banner and overlay ads, this video is for you.As video moves to the Internet many question the effectiveness of new forms of advertising such as clickable banners and overlays. The concern is justified since it is well known that traditional banner click-through rates are low. The industry worries that rates will drop even lower on overlay ads appearing on TV screens. In our Future Developments in Video Advertising report we conclude that sponsors will teach the advertising industry how to improve click-throughs. Specifically, they’ll start competing with their own ad agencies and media buyers by utilizing the Internet as a direct media connection to customers and prospects. They’ll enrich their websites, press releases, email campaigns, and corporate communications with various forms of Digital Media including videos. In response to The Great Recession of 2009 nearly every company with a website is intensifying efforts to use it to create leads and transactions. They’ll allocate more of their marketing budgets to such activities and less to the advertising industry. Websites with the highest click-through rates are companies like iTunes and Amazon.com. Both learned how to customize ads to fit individual customer interests. In addition, they learned how to follow-up with their own email campaigns. Moreover, neither uses ad agencies for such activities. Similarly, as sponsors in general gain experience with the Internet-as-direct-media, they’ll also learn how to optimize click-throughs. Thus, as an indirect consequence of bypassing the advertising industry sponsors will advance the state-of-the-art for interactive advertising. In short, the long-anticipated overlap Internet advertising and online retailing will become a reality.

• Release Date

  Jul 9, 2009

• Runtime

  04:17