4 ms·

How about they start producing interesting content (emphasis on interesting) with a bit of product placement inside ? I don't want to watch 30s of publicity fo

How about they start producing interesting content (emphasis on interesting) with a bit of product placement inside ? I don't want to watch 30s of publicity for something I don't like and will never buy (and it could even make hate the brand). But if you insert in the video non obnoxious product placement I can live with it. Example : I watched a cooking recipe yesterday. The cook emphasized 2 or 3 times the brand of flour he was using and that's it. I understand he needs to make a living (he's a pro, not a home cook) he was not obnoxious about it, I'm OK with that. I even have a more positive view of the brand he was advocating since they are clever about their publicity.

gergo_v 12y ago
The problem with that, and "native" advertising in general is that it's a form of affiliate marketing, where the brand has little to no control over how obnoxious and spammed the delivery will be. Not to mention the fact that brand advertisers are really picky on where they are being promoted. They're dipping their toes in real time bidding platforms, but that's a whole different beast to tackle.
- pdkl95 12y ago
  While non-disclosed "native" advertising is dangerously close to "fraud" and is only going to hurt brands in the long run, properly disclosed "sponsors" or "affiliates" can be one of the best forms of advertising. It takes a skilled marketer and there is always risk, but the potential are also large. If I already watch somebody like the professional chef, their opinions of various related brands (such as flour) may also be valuable. I don't have to like their opinion - they just have to have a consistent-enough history[1]. IN the case of the chef mentioning a particular brand of flour, the fact that the chef agreed to advertise for that brand (the risk goes both ways[2]) can act as a filter or heuristic. I don't think this is the kind of relationship that can be easily automated. A "real time bidding platform" misses the benefits entirely - if there is filter-effect, you are left with only the annoying (and brand-damaging) parts. [1] ( https://www.youtube.com/watch?v=Mm-3GJsr8Xw https://www.youtube.com/watch?v=Mm-3GJsr8Xw ) TotalBiscuit gave a great monologue on this subject somewhat recently. While he focuses on video game reviews (vs "demos", vs "personal opinions/editorials"), the ideas presented apply generally. (the video track in this link can be safely ignored) [2] In addition to the business risking a bad delivery, the chef risks his own reputation (and audience) if that brand of flower ends up being hated. If the audience starts to see the chef a merely a shill for various brands, the audience can suddenly turn against everybody involved. edit: fixed the URL - apparently TotalBiscuit now has more than one video about review/marketing/etc.
Fede_V 12y ago
If the cook discloses he is paid to promote a given brand, I'm ok with it - otherwise, it makes me second guess every suggestion the cook makes.
DanBC 12y ago
I want clear demarkation between ads and content. What you suggest is not allowed under UK advertising rules. See for example the Oreo Lick Challenge which got some YouTubers in trouble with Advertising Standards authority, even though most of the youtubers had descriptions saying the content was sponsored. http://www.theguardian.com/media/2014/nov/26/youtube-ad-oreo-banned-advertising-lick-race http://www.theguardian.com/media/2014/nov/26/youtube-ad-oreo...
commentzorro 12y ago
> a _bit_ of product placement inside This is the big problem. TV is the gold standard for advertising. That's where video advertising wants/needs to go in order to keep the same profit. Here in the US about 1/3 of a show is advertising of some form and about 1/4 is explicit "commercial break" 30 second spots advertising. Can you imagine how any show can integrate that much advertising within the context of a show and have in retain its vibe. Imagine, for example, Gotham having one in every four minutes trying to tell you about boner pills, swiffer dusters, or toilet paper and still maintaining its dark mood? [Gordon Says, "... hold on, I have an erection that's lasted more than four hours. It's important I see my doctor now."]

gergo_v 12y ago

The problem with that, and "native" advertising in general is that it's a form of affiliate marketing, where the brand has little to no control over how obnoxious and spammed the delivery will be. Not to mention the fact that brand advertisers are really picky on where they are being promoted. They're dipping their toes in real time bidding platforms, but that's a whole different beast to tackle.

pdkl95 12y ago
While non-disclosed "native" advertising is dangerously close to "fraud" and is only going to hurt brands in the long run, properly disclosed "sponsors" or "affiliates" can be one of the best forms of advertising. It takes a skilled marketer and there is always risk, but the potential are also large. If I already watch somebody like the professional chef, their opinions of various related brands (such as flour) may also be valuable. I don't have to like their opinion - they just have to have a consistent-enough history[1]. IN the case of the chef mentioning a particular brand of flour, the fact that the chef agreed to advertise for that brand (the risk goes both ways[2]) can act as a filter or heuristic. I don't think this is the kind of relationship that can be easily automated. A "real time bidding platform" misses the benefits entirely - if there is filter-effect, you are left with only the annoying (and brand-damaging) parts. [1] ( https://www.youtube.com/watch?v=Mm-3GJsr8Xw https://www.youtube.com/watch?v=Mm-3GJsr8Xw ) TotalBiscuit gave a great monologue on this subject somewhat recently. While he focuses on video game reviews (vs "demos", vs "personal opinions/editorials"), the ideas presented apply generally. (the video track in this link can be safely ignored) [2] In addition to the business risking a bad delivery, the chef risks his own reputation (and audience) if that brand of flower ends up being hated. If the audience starts to see the chef a merely a shill for various brands, the audience can suddenly turn against everybody involved. edit: fixed the URL - apparently TotalBiscuit now has more than one video about review/marketing/etc.

Fede_V 12y ago

If the cook discloses he is paid to promote a given brand, I'm ok with it - otherwise, it makes me second guess every suggestion the cook makes.

DanBC 12y ago

I want clear demarkation between ads and content. What you suggest is not allowed under UK advertising rules. See for example the Oreo Lick Challenge which got some YouTubers in trouble with Advertising Standards authority, even though most of the youtubers had descriptions saying the content was sponsored. http://www.theguardian.com/media/2014/nov/26/youtube-ad-oreo-banned-advertising-lick-race http://www.theguardian.com/media/2014/nov/26/youtube-ad-oreo...

commentzorro 12y ago

> a _bit_ of product placement inside This is the big problem. TV is the gold standard for advertising. That's where video advertising wants/needs to go in order to keep the same profit. Here in the US about 1/3 of a show is advertising of some form and about 1/4 is explicit "commercial break" 30 second spots advertising. Can you imagine how any show can integrate that much advertising within the context of a show and have in retain its vibe. Imagine, for example, Gotham having one in every four minutes trying to tell you about boner pills, swiffer dusters, or toilet paper and still maintaining its dark mood? [Gordon Says, "... hold on, I have an erection that's lasted more than four hours. It's important I see my doctor now."]