Latest Articles

More Web 2.0 Needed In Schools

An influential think-tank calling for more Web 2.0 use in school and technology experts agree, arguing that children should get used to collaborative tools before they enter the workplace.

UK Council for Child Internet Safety Launches

The UK Government launched its programme to help protect children from exposure to potentially harmful content on the Internet, including some forms of advertising. New Media Knowledge spoke to AOL, one of the companies involved, to see what real impact the new group would have.

US Presidential Election Gets Social

Last week, Twitter launched its US Presidential Election microblogging site and, with social media likely to play a big part in the outcome, politicians this side of the pond should be looking closely at its impact, experts say.

• i-design 08 - Brendan Dawes, My Interactive
• i-design 08 - Simon Waterfall
• YouTube gets into Top Gear
• Goldfarming for Fun and Profit
• Sky Appoints its First Head of Mobile Advertising: an Industry Viewpoint
• Industry Welcomes Intel/Yahoo! Internet TV Tie-In
• Media Landscape vs. Media Ghetto

Related Articles

• YouTube gets into Top Gear

  With the BBC launching its own Top Gear YouTube channel, Tim Hoang looks at the reasons for this move into video-sharing sites. more

• Industry Welcomes Intel/Yahoo! Internet TV Tie-In

  Chip giant Intel and media outfit Yahoo! have come together to create the ‘Widget Channel’, a television application framework primed for TV and other consumer electronics devices. more

• Online Videos: Engaging your Users

  Online video is big business nowadays. Websites dedicated to video like Youtube, BBC iPlayer and 4oD have taken off in a big way, and an increasing number of websites are introducing video content to keep users engaged. more

• TiVo down the YouTube?

  The IPTV market is growing. Usually associated with user generated content on Web sites such as YouTube, the success of video-on-demand services, such as BBC's iPlayer and online mini soap operas such as Kate Modern has proven that there is a healthy appetite for viewing video content on computers. more

• TV Struggles With Ads

  Traditional TV advertising is becoming less impactful as viewers begin to create their own schedules, according to eMarketer. Technology such as digital video recorders (DVRs), video-on-demand (VOD) and time-shift TV has meant that advertising is often skipped or avoided altogether. more

Related Events

Copyright and Rights Exploitation: Film, Television and Digital Platforms (01zero-one)

When: April 4th, 2007
Location: 01zero-one, Westminster Kingsway College, Soho Centre, Peter Street, London, W1F 0HS
Price: £110.00 Reduced to £100.00 if you are eligible for a discount.

more



---

Beers and Innovation 7: Do agencies innovate? (NMK)

When: January 30th, 2007
Location: Albannach, 66 Trafagar Square, London WC2N 5DS
Price: Reduced to £15.00 if you are eligible for a discount.

more



---

Beers & Innovation (NMK)

When: February 9th, 2006
Location: The Bell & Compass (downstairs bar), 9-11 Villiers St, London WC2N 6NA.
Price: Reduced to £10.00 if you are eligible for a discount.

more



---

PR and P2P - The Perfect Anti Piracy Pitch

When: September 13th, 2004
Location: Guardian Newsroom
Price: £45.00 Reduced to £25.00 if you are eligible for a discount.

more



---

Advertisement

Hits and Misses in Online Video

Bookmark this article with: Delicious Digg StumbleUpon

The impact of online video advertising varies considerably according to research from Dynamic Logic.

The impact of online video advertising varies considerably according to research from Dynamic Logic. The company tested 108 adverts with 125,733 repondents to discover which adverts were noticed, communicated a message and increased the likelihood of a purchase.

The best examples were noticed by 37.8 percent more than the worst and increased the likelihood of a sale by 6.9 percent.

Christina Goodman, Commnications and Marketing director at the firm, told NMK that the results showed that the industry still had a great deal to learn about how to create effective video materials. "There's still a lot of room for growth," she said, "Often they communicate quite well byt there's still a lot of learning to be done. While we wouldn't advise companies to shy away from video, it's important that they take note of what makes for an effective piece of communication."

The most noticed video ads tended to exhibit the following characteristics:

• The creative was intrinsically linked to the brand. In other words, it would be difficult for viewers to describe the ad without mentioning the brand.
• The best performing online video ads utilised the unique features of the Web to create an interactive experience with their brand. For example, a video ad for a consumable brand might include a link to find out its nutritional value or allow you to download a coupon, find a recipe and email coupons/recipes to friends. It could also include a micro-site that allows you to save and post your favourite recipes online and join discussion groups sharing helpful titbits about cooking or throwing a dinner party.
• Videos that were enjoyable and entertaining generally performed well.
• The online video content was synergistic with offline marketing efforts.
• Often, the use of companion ads with the video keeps the brand constant and provides an additional branding opportunity while the video is playing.

However, weaker-performing ads had the following failings:

• The ad did not engage and establish relevance quickly.
• Often, it wasn’t clear what was being advertised in the video. It is important to bear in mind that viewers will not want to work at understanding what is being featured and communicated — the branding and messaging should be readily apparent.
• When using video, keep in mind that many viewers may not have the audio turned on, so they may be exposed to the video ad with only the imagery and no sound. If you’re relying on a catchy jingle or song to solely communicate your brand message, viewers with the audio turned off may “miss” the point of your ad entirely or misunderstand the brand message.