Michael Eisner Sees Web’s Future in Storytelling

At Microsoft Advance ’08: Strong Content Also Needs Interactivity, Community<!–

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Published: May 20, 2008

SEATTLE (AdAge.com) — According to Michael Eisner, story-driven online content is the next big app. “YouTube is to the internet what a nickelodeon is to the movies. It’s the preliminary installment of what is to come,” he said So what is to come? “Great, creative storytelling.”

Michael Eisner
Michael Eisner

Photo Credit: Jeff Frank

He continued: “YouTube is filed with stories. … It’s the encyclopedia of everything moving.” And while some are wonderful, he said, the vast majority are skateboarding cats or high-school antics. What’s missing is creative storytelling that capitalizes on a unique aspect of the internet, such as interactivity or community. He said that’s because video search is unsatisfactory, and advertisers tend to be timid when it comes to risks.

I love this article from Michael Eisner regarding YouTube I totally agree with him that the idea of viewing short clips will morph to more advanced methods of story telling…

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YouTube Offers Ad Placement in Soon-to-Be Popular Clips

YouTube has begun offering advertisers the ability to pair their in-video ads with videos the site believes are on their way to becoming viral hits.

The YouTube product team created an algorithm it says can identify videos that are on the up and up in terms of audience. It makes that determination by looking at factors such as the early acceleration of views on a given clip, along with the number of times it is “favorited” and the number of ratings it receives. The Google-owned platform hopes the feature will appeal to entertainment marketers and to those pushing products with broad appeal, according to a spokesperson.

“We believe buzz targeting is a strong marketing opportunity for any advertiser that wants to offer compelling content alongside the most popular videos taking off on the site,” the spokesperson said. “It’s an opportunity for them to wrap themselves in the experience that is YouTube itself.”

The targeting option is available only on clips created by members of YouTube’s ad partner program. Among those partners are content majors like Universal Music Group, NBA, and CBS; amateur creators such as Brookers and Daxflame; and recording artists like Ashley Tisdale.

The first advertiser to use the program was Lionsgate Films’ “The Forbidden Kingdom.” For roughly the past month, the distributor has advertised the Jackie Chan/Jet Li martial arts vehicle on approximately 500 of YouTube’s most popular music and entertainment videos, YouTube said. Buzz targeting joins other YouTube ad targeting factors such as geography, time of day, gender and age criteria. The feature is available now to advertisers in the United States.

YouTube and other Google sites hosted more than 4.3 billion video views in March, accounting for 38 percent of all U.S. video traffic. During that month, U.S. Internet users increased their video intake by 13 percent gain compared with the previous month, and by 64 percent compared with March 2007.

YouTube has regularly introduced new ad-related features in recent months. Six weeks ago it debuted an analytics product designed to generate a wide range of data about who viewed their videos, where they viewed them, and when — information that can be applied in planning future video programs.

By Zachary Rodgers, The ClickZ Network,

Financial News Sites Bank on Video

CNBC’s biggest threat at the moment isn’t cable’s recently launched, much-hyped Fox Business Network–it’s Web video.

Top business/financial news sites including CNNMoney.com and Yahoo Finance are pumping out more original video and now claim audiences approaching the daily ratings of the category’s leading cable network.

Such a Web-beats-cable story should turn heads in the TV industry, given the conventional wisdom that the audience generated by online video is purely additive. Thus, it’s a story some sites are bringing to buyers.

“I do think that we can start to become part of those conversations,” said Jonathan Shar, general manager of CNNMoney.com. Since dialing up video output in January from roughly two clips a day to upwards of 20, the site has shot to the top of Nielsen’s VideoCensus ranking for the financial news and information category, delivering 14.6 million total streams in March, nearly 10 million more than second-ranked MSN Money. CNN claims a daily collective reach of 807,000 viewers, over three times the 238,000 averaged by CNBC in April, per Nielsen. (CNBC officials did not return calls seeking comment.)

Shar said those numbers, plus the fact that CNNMoney is potentially accessible to 72 million broadband users at work, are now part of the company’s pitch to agencies.

From MediaWeek May 12, 2008

IAB sets new standards for video ads

The Interactive Advertising Bureau , the world’s leading online advertising association, introduced a set of guidelines on May 5th aimed at bringing standards to the rapidly growing world of online video advertising–and ultimately to make the still burgeoning medium better for advertisers.

These much needed guidelines cover three forms of video ads: linear ads–interruptive video spots which are typically of the pre-roll variety, non-linear ads–which include the increasingly popular ‘overlay’ ad units, and companion ads–banner-like ads that appear alongside video as it plays on the Web.

These guidelines are the result of work conducted by the IAB’s Digital Video Committee, which is composed of over 100 leading media companies, including Google, Yahoo and Microsoft, among many others.

I think this will be a major step to the “recognition” or legitimatizing of this new and formidable advertising form but as we all know with this ever changing medium only time will tell.