Comments on: How ad agencies are a bottleneck in the video economy

By: Eric

Eric — Fri, 28 Sep 2012 18:27:04 +0000

You should consider working with Vungle. They produce 15 second high definition ads in-house. They also have a very high volume ad network on both the Android and iOS platform. You could add them to your repertoire have some added leverage on the mobile side with your clients.

By: Nicola Rovetta

Nicola Rovetta — Wed, 26 Sep 2012 20:47:44 +0000

Are we speaking about really engaging content, or about these video ads which will make you earn credit, but you will be totally blind to? The latter are totally similar to “interruption” advertising: they’re not “pull”, they’re “push”.
If we are talking about engaging video content, Agencies face two problems:
1) Attitude. Creatives are not trained to design “content”, they’re trained to think ads. Accountants are not trained to sell content, they are trained to sell advertising.
2) Profitability. The agency is not producing content internally, they pay for it, so it results as a cost. Each new player in the market has something to offer for free: media companies have space and they can give away content; content and publishing companies are producing content for themselves and they can give away content; the only one who pays for all, and doesn’t own nothing but ideas, is the Ad Agency. And to date, ideas are not enough.

By: E! Man

E! Man — Sun, 23 Sep 2012 18:26:29 +0000

Video holds enormous potential for mobile advertising opportunities. I think mobile ad networks are starting to catch on. Last month, Airpush excited the ad community with its new SmartWall ad format through Airpush SDK 5.0 ( http://bit.ly/NyV3FJ ). In the big picture, this is just the tip of the iceberg. I can’tw ait to see how sophisticated the tools, resources, and platforms for mobile advertising become in the months ahead.

By: Fabrizio Ulisse

Fabrizio Ulisse — Sun, 23 Sep 2012 17:15:21 +0000

Hi, I wrote down a couple of thoughts about what you wrote: http://bit.ly/SgjfC9. I think that online video will benefit from the new incoming social tv patterns. Social TV and transmedia experiments will help break the bottleneck.

By: Mitch Drew

Mitch Drew — Sun, 23 Sep 2012 04:30:48 +0000

I agree. At our agency we look at online video as a way to showcase video content that is either too long for TV (like a 1min cartoon we created for a Theme Park)…or lower quality and different..like ‘the making of..’ videos showing behind the scenes content of when we shoot the commercials. It’s a great idea to look at online video as the ‘other place for other video’ and shoot specific video for each format. Have a look at our work at http://www.JacksonMitchellGroup.com