CEO of Doubleclick on the push into video advertising
The Wall Street Journal has an excellent interview with the CEO of DoubleClick, he speaks about the opportunities and challenges that lay ahead in integrating video advertising. (Unfortunately, you need a subscription to read the article )
WSJ:…What does it take to implement more graphical and video advertising?Mr. Rosenblatt: In general, video advertising as a trend is pretty firmly in motion. In spite of that, though, it is still very small. There are somewhere between half a million and a million search advertisers in the market, there are probably only a couple to five thousand graphical advertisers and probably less than a hundred video advertisers. There is no reason for that imbalance to exist. So one of our goals is to increase efficiencies with which people buy and sell video advertising and democratize access to the process in the same way that Google has democratized access to the search market…It is going to be easier to buy video advertising, and therefore many more people are going to do it.
What does it take to implement more graphical and video advertising?
Mr. Rosenblatt: In general, video advertising as a trend is pretty firmly in motion. In spite of that, though, it is still very small. There are somewhere between half a million and a million search advertisers in the market, there are probably only a couple to five thousand graphical advertisers and probably less than a hundred video advertisers. There is no reason for that imbalance to exist. So one of our goals is to increase efficiencies with which people buy and sell video advertising and democratize access to the process in the same way that Google has democratized access to the search market…It is going to be easier to buy video advertising, and therefore many more people are going to do it.
This highlights the opportunities that broadband enables. (Why don’t the ISP see this !) There is a world of new integrated advertising that video can deliver. With Joost now coming out of beta, the age of Internet TV is arriving. Only one problem, everyone including the advertisers are trying to catchup!
Interesting times!