idiomag

Google’s Adwords service has been incredibly popular, because it capitalises on the so called “long tail” by providing a cost-effective advertising method for small businesses. Within the video advertising arena, the historically high cost of video creative, and the lack of a specific enough targeting method, has prevented most small and medium sized businesses from getting involved.

Having largely been sidestepped by users of Adwords in the text ad market, the major advertising agencies are eager to be involved in the provision of personalised video advertising - which the tumbling cost of video creative and ever-increasing targeting capabilities are bring ever closer. The New York Times published an interesting article yesterday, which looked at a couple of the players in this market.

Where the eyeballs of the masses go, advertising money follows. So as 2006 was the year that online video came of age, 2007 could well be the year in which some very interesting video advertising services gain traction in the market. We believe our targeting system for large format advertising has major benefits for readers as well as advertisers, and will certainly be doing our best to move the industry forward in this area.