Comments on: Live From DDL: Video, Video, Video http://staging.blog.biakelsey.com/index.php/2007/03/21/live-from-ddl-video-video-video/ LOCAL MEDIA WATCH. The Nexus of All Things Local Mon, 01 Jun 2015 22:23:47 +0000 hourly 1 https://wordpress.org/?v=4.2.39 By: Shawn Wiora http://staging.blog.biakelsey.com/index.php/2007/03/21/live-from-ddl-video-video-video/comment-page-1/#comment-2805 Tue, 27 Mar 2007 00:00:00 +0000 #comment-2805 Awesome Story Here::: How will publishers and media outlets price video ads?

Production costs are currently high, and ROI is yet to be quantified. Challenges for implementing a solid rate card pricing approach will be many.

My guess is that local video outlets will experiment with several pay per models, flat run models and radio spot/cable TV equivalents. In the end, advertisers are looking to link Ads with returns (ROI). We suggest that early adopters at video focus their efforts on video scenarios that support a close linkage with ROI (such as flat panels in 7-11 stores)…. and closely monitor / tweak the model with controlled experiments.

Later scenarios could include brand awareness returns… but only with a proven, underlying ROI.

Content owners will also be challenged with finding the right mix of "entertainment" … and ads… (How many Yellow Pages companies have delivered top rated consumer entertainment?)

Shawn Wiora
Steeplechase Resources, Inc.
Dallas, TX

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