Om Malik boils down a survey on video advertising into five takeways:
- Video-sharing sites are getting a bigger share of visits (77%) versus news sites (55%) and broadcast TV sites (49%). Lesson: Good for YouTube, not so good for old tubes.
- 43% of those polled want ads to be interactive and clickable. Lesson: Don’t put stupid TV-style commercials that are not actionable.
- Videos are for sharing. Lesson: Big media, listen to CBS Interactive’s Quincy Smith.
- 52% want ads to be relevant to them, 46% think they need to be relevant to web site’s content. Lesson: Consumer electronics ads next to people being blown up aren’t going to work. Make your ads contextual, relevant and of course tasteful.
- Make ads fun if you want attention. Consumers feel annoyed by videos ads today. Lesson: Simple enough.