Interviews with Digital Media Thought Leaders

Future Video Commercials to use Search

Podcast Video | Posted by Phil Leigh on July 14, 2009

Click Here to Download Free Prospectus: Future Developments in Video Advertising.

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If you would like to learn why search will become a crucial part of future video advertising, this video is for you.

Once video migrates to the Internet the search function will become crucially integrated with video advertising. This applies to both short and long form programs including TV shows and movies. As discussed in our Future Developments in Video Advertising research report, there are three reasons for our conclusion.

First, viewers will search for the video programs they want to see. YouTube has already surpassed Yahoo to become the second largest search engine. Consumers love having long-tail content available, but they cannot find what they want without a search engine. Over time each of us will exhibit a pattern of searches enabling video ads to be targeted for the type of video programs we watch.

Second, sponsors will learn to enhance Google AdWords by linking to video landing pages. Instead of structuring an AdWords Click-Through to link to a landing page that merely contains text and graphics about the advertised product, future landing pages will make increasing use of video. For several generations TV demonstrated the power of video to stimulate consumer demand. A broadband Internet enables sponsors to harness that power in conjunction with AdWords at their own websites without reliance upon ad agencies or media buyers.

Third, YouTube recently started offering contributors the opportunity to place overlay ads on their videos. The process is similar to AdWords but is concentrated on videos within the YouTube community.

Consider the hypothetical case of a producer with a popular YouTube instructional video explaining how to connect HDMI-equipped laptop computers to flat-panel TVs. This enables the TVs to display Internet videos and provides for unlimited Internet access via the television. A computer company like Acer may wish to place overlay ads on the video for its laptops that have HDMI sockets. The computer company would bid for YouTube-specific AdWords like “computer-to-TV-connections”, “Internet-Video-on-TV”, and “HDMI computers”. Thus, viewers watching the instructional video could easily click-through to Acer in order to buy an appropriate laptop, to wit, one with HDMI sockets.

Length: This video is about 5 minutes long.