MediaPost reports that video and rich media were run last year by two-thirds of advertising companies. While the impact has not yet occurred the problems are identified as platform and content. The known misconception is that an audience for video is too small. Also acknowledged is that many want to run streaming video in proprietary formats, which is the biggest cause for concern. Instead of adopting the MPEG-4 video standard companies are locking their work into several locked down formats that do not play well on the internet’s vast stage.
At the Jupiter Advertising Forum today JupiterResearch has also suggested that most agencies have no idea what to do with on-line video, and that off-line agencies will have to spearhead the process for advertisers.
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