Marketing

12 Surprising Things Holding Back Online Video Advertising

(via TechCruch) After four years in the online video business, one thing is clear: if you produce high quality content and build sufficient distribution across a large enough number of consumer touch points, you can generate more than enough revenue from multiple sources and platforms to build a profitable, stand-alone business. But no one said it would be quick or easy.

Building distribution isn’t obvious and most producers fail to build any meaningful reach, but if you can hatch an editorial direction and business strategy that can attract an audience, over time you will be able to create a real business around it. But keep in mind the surprises below.

Lack of Definitions and Standards After All of These Years
The Myth That Branded Content Is a New Thing
It Takes A Different Playbook
Video Consumption Patterns Are Whack
Just Because You Build an Audience, Doesn’t Mean The Advertisers Will Come Knocking
When It Comes to Sales, Sell Your Audience, Not Your Videos
The Myth and Danger of the Viral Video
With Advertisers Sitting on the Sidelines, Partnerships Need to Make Sense for Producers
Don’t Chase Hits
YouTube is More Open than Challengers
Everything Won’t Be Ad-Supported
Search and Video are Still Miles Apart