Learning to Love the Recession
Sure, recessions are generally unpleasant. But all that corporate belt-tightening may actually be good for online video advertising. At least according to the folks at BtoB. The magazine’s 2008 Interactive Marketing Guide—completed with data research assistance from eMarketer—finds that the gloomy economic horizon will accelerate the shift away from traditional media to digital media as marketers demand granular, measurable data.
Money paragraph: “Online video is an especially interesting
category, in part because the cost of entry is so much lower than traditional
broadcast efforts, a fact that has and will spur adoption by companies that
never had a video strategy in the past.
Not that we’re hoping for the economy to dig itself into a deeper hole—even we know about the law of diminishing returns. Besides, this shouldn’t be a short-term proposition. Yes, more companies will use the opportunity to explore this new medium. But they’re likely to stay here if they get the results they demand.
It’s worth reading the entire guide. You’ll find some helpful tidbits about online video ads, including “5 Simple Rules for Producing Effective Online Video.”
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