Comments on: RIP banners, hello video http://timwindsor.com/2008/11/05/rip-banners-hello-video/ Tim Windsor, online Mon, 02 Nov 2009 22:12:14 -0700 http://wordpress.org/?v=2.8.4 hourly 1 By: New Mazda CX-9 promotion video http://timwindsor.com/2008/11/05/rip-banners-hello-video/comment-page-1/#comment-101 New Mazda CX-9 promotion video Thu, 06 Nov 2008 03:31:49 +0000 http://timwindsor.com/?p=419#comment-101 [...] RIP banners, hello video — Zero Percent Idle [...] [...] RIP banners, hello video — Zero Percent Idle [...]

]]> By: Steve Goodman http://timwindsor.com/2008/11/05/rip-banners-hello-video/comment-page-1/#comment-100 Steve Goodman Wed, 05 Nov 2008 19:09:59 +0000 http://timwindsor.com/?p=419#comment-100 It's going to be an interesting ride for traditional ad/creative agencies as online ads become a larger and larger part of advertiser's budgets, while the actual value any given ad view plummets (<a href="http://www.darrenherman.com/2008/11/04/issues-with-social-media-advertising/">http://www.darrenherman.com/2008/11/04/issues-w...</a>). I think that we will see publishers become the drivers of creative ad formats, as publishing channels are no longer scarce compared to the number of advertisers. <br><br>Publishers are going to have to offer a lot more value to advertisers to compete for advertising dollars, so video, large format (like pandora) and proprietary, yet-to-be-dreamed-of ad formats will be produced for an advertiser by the publisher, to leverage all that knowledge the publishers have about their audience. It's going to be an interesting ride for traditional ad/creative agencies as online ads become a larger and larger part of advertiser's budgets, while the actual value any given ad view plummets (http://www.darrenherman.com/2008/11/04/issues-w...). I think that we will see publishers become the drivers of creative ad formats, as publishing channels are no longer scarce compared to the number of advertisers.

Publishers are going to have to offer a lot more value to advertisers to compete for advertising dollars, so video, large format (like pandora) and proprietary, yet-to-be-dreamed-of ad formats will be produced for an advertiser by the publisher, to leverage all that knowledge the publishers have about their audience.

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