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http://pd.gophercentral.com/u/3451/c/186/a/618
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Wednesday, July 21, 2010
Scaling the Demand
--Mike Einstein
Last week in this space I suggested that our overabundant
supply of ads must somehow satisfy two demands?an internal
industry demand, and an external consumer demand. I
further posited that scaling the supply merely gives the
intermediaries in the media food chain more string to
chase as they chase consumers away.
The solution to this dilemma requires that we understand
the three indisputable truths of on-demand media:
1) No one demands more advertising.
2) Everyone demands more video.
3) No one and everyone are the same people.
The industry-average click-through rate for online display
ads now resides south of .1%. That's fewer than one-in-one
thousand for anyone who's measuring this abject failure.
Yet tens of billions of short video clips ? video snacks -
are consumed online each month. Simple math and logic
dictate that the same consumers who are busy avoiding the
ads are even busier satisfying their insatiable appetite ?
their demand - for amusement and entertainment.
OK. Now that we've identified the real consumer demand,
how do we scale it? How do we generate the kind of
scalable audience reach that every big-brand wants and
needs?
The answer takes its cue from the halcyon days of radio and
television, when content was king and advertisers knew the
audience was there to see the show and not the ads. Satisfy-
ing today's consumer demand requires us ? indeed compels us
- to accept the demise of advertising as intermediary and
encourage the resurrection of advertising as destination.
Here's how: First, we ditch online display ads and replace
them with thumbnail invitations to view video content.
Consumers who click on these thumbnails will find them-
selves transported to a demographically compatible paying
advertiser's site where the chosen video (the operative
word being "chosen") is then streamed and viewed within
the safe, exclusive confines of that advertiser's branded
surroundings. It's like Bob Hope performing in front of
Texaco's curtain. Another way of describing it is to
imagine product placement in reverse. Instead of an
advertiser strategically placing its product within the
context of compelling content, we can now place that same
content within the context of the advertiser's product,
just like we did in the sponsored-content days of radio
and television.
This simple inversion of the model satisfies every
component in the media ecosystem. Publishers who are
finding it impossible to survive on display ad revenue
of less than a buck per thousand will now have the
opportunity to accommodate and monetize this growing
universal behavior as they get paid for each click that
emanates from their sites. Content providers will suddenly
acquire millions of new customers. Advertisers will
acquire the safe, scalable reach they seek on a measurable
performance basis. And, lo and behold, consumers will get
exactly what they demand!
This approach renders virtually obsolete the myriad
expensive ad targeting technologies that by design work
against scale and which have driven display ad response
rates to statistical zero. Besides, do we really want to
target behavior hit and miss in the rear view mirror, or
do we simply want to tap behavior that we know for certain
already exists?
It's really quite simple?Rather than brands trying in vain
to reach recalcitrant consumers through traditional means,
they can enable consumers to reach brands instead by
leveraging the video snacking behavior we all share;
proven behavior that stands ready, willing and able to
express itself billions of times each and every day.
Want to scale the demand? Start by satisfying it.
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YOUR VIDEO SNACK BAR
Top Viewed Videos...
1. Your´s Truly, BP reality check
http://c.gophercentral.com/0fhI
2. Cool Hand Shadow Puppets
http://c.gophercentral.com/PVwv
3. The D-Day Invasion
http://c.gophercentral.com/mO1X
4. Celebrities: Before and After Make-Up
http://c.gophercentral.com/kRDz
5. Kenny Chesney
http://c.gophercentral.com/bfcX
6. Amos N´ Andy - In the IRS Office
http://c.gophercentral.com/HkWK
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