Podcast Video | Posted by Phil Leigh on June 26, 2009
Download Free Prospectus for our new research report on the future of video advertising.
If you would like to learn how ad agencies can prepare for the future of video advertising, this video is for you.
One conclusion from our new research report, Future Developments in Video Advertising, is that sponsors will start competing with the advertising industry. More specifically, they’ll intensify use of Internet media as a direct channel to their customers. A greater share of their marketing budgets will be allocated to enriching their own websites as interactive, lead-generation properties. Similarly, they will self-manage more of their email marketing and employ embedded video in press releases, product promotions, and corporate communications.
Historically, corporate websites were set-up and managed by an internal staff of IT (Information Technology) experts, or by outside IT contractors. Most such organizations were technically skilled but had little knowledge of marketing. Yet it quickly became apparent that corporate websites were chiefly marketing properties. As a result, the IT staff maintaining the website, and the marketing staff assigned the revenue-generation-responsibilities, understood each other about as well as cows do algebra.
In the typical scenario, eventually the Marketing Department took charge of the website. Unfortunately, it often found that the applications that the IT staff developed to generate sales and leads were not good enough. When the Marketing Department turned to their ad agencies for help, they normally discovered the agencies were bereft of the needed programming skills. Often agencies could help less than the “alien” IT staff.
The foregoing commonly left the Marketing Department with three choices. One was to hire the required technical people. A second was to use an expensive Digital Agency like Razorfish. The third option was to find outside website design firms that possessed excellent programming skills along with artistic capability.
Such firms are numerous around the country, but most are small and privately held. In our analysis, ad agencies would be well advised to seek out the best-of-breed and acquire them. That way they can compete for that portion of a sponsor’s future marketing budget to be allocated for use of the Internet as a direct media channel.
Length: This video is about 5 minutes long.