Survival Tips for Short-Form Video Ads

Doug Mohney — Thu, 26 Jun 2008 23:27:42 -0400

Ovum has mapped out a number of survival tips for advertising in what it calls the "short-form video jungle."

Leading the charge in giving best practices advice is BT Podshow President Adam Curry (known more intimately as "The Podfather" if one knows where to listen). Brand safety is a big one; companies don't to randomly associate their products with randomized user-generated content with no quality control or content vetting. Curry is a big fan of "popularized" content promoted through the PodShow and Mevio networks--vetted hosts, developed brands, targeted audience demographics.

Other tips include focusing on episodic content since serials develop loyalty and establish a consumer franchise to build ad revenues. Ad messages should fit the length of the short-form content; in a three to eight minute video, acceptable ads will run between 3 to 30 seconds long. Ads should be "appropriate" for the online video environment; glossy and over-produced segments won't go over well.

For more
- Ovum's survival tips for advertising in the short-form video jungle
- Adam Curry's other life as The Podfather

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Survival Tips for Short-Form Video Ads