Should Online Video Advertising Matter to Publishers? Brightcove's Adam Berry Sees A Bigger Picture

As video integration into newspaper and magazine Web sites accelerates, many wonder if in-stream advertising will prove to be profitable. We know that many of the big newspaper publishers are expanding video offerings but most are not yet successful in selling ads in or around their clips. But are in-stream ads the total value proposition of video? Adam Berry, VP of Brightcove, who speaks in this clip at the Beet.TV Online Video Roundtable , begs to differ. He says that video is an essential part of a successful web site and the greater value is the ultimate success of the site and the value of its audience. Good video makes for a better site. Amen. Perhaps a corolary would be newspapers using photography to make a richer experience, but not selling ads on the photo? Video Has Value to Marketers Beyond the Pre-Roll For marketers, the value of online video is not necessarily in-stream ads either, as is pointed out in the conversation by Bud Rosenthal, the CEO of TurnHere , the producer/syndicator of informational videos created for corporate clients. Bud makes his comments in the beginning of this segment. Shoba Puruthshothaman, CEO of the NewsMarket , a company which distributes corporate videos, makes a similar point. Online video is a powerful tool for marketers -- and getting the point accross with information vs. conventional advertising, can work very well. This part of the roundtable was moderated by Erick Schonfeld, co-editor of TechCrunch. -- Andy Plesser, Executive Producer www.beet.tv

Blip | November 10, 2008

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