Everywhere I read about why online video advertising is being held up, most people don't understand the real reason behind it.
You hear about the risk of advertising showing up next to undesirable content. You also have the possibility that content that an advertisement is attached to is copyrighted, and could result in legal 
problems.
Forrester Research analyst Josh Bernoff thinks it's related to video-search technology, which still has many problems to be worked out. "For one, speech recognition is far from perfect, and two, recognizing the words in a video does not really tell you what the words are about, there is an enormous demand for video, but the tools to navigate it have not kept up."
All of these things miss the point altogether. The problem with all of this is that marketers are still thinking in terms of mass media. They are thinking of all these general interest gatherings of people that they have to wade through to find the right match for their advertising. This thinking has to stop. We no longer live in a mass media culture. It's that simple. We haven't for a long time.
What is it that can answer this problem at this time? Niche sites. What is it that can deal with every one of the problems that are listed above? Content created for the purpose of targeting specific companies and products or services.
The thing that will set online marketers free is to stop thinking anymore in a mass media frame of mind. Think of people being in tens of thousands of little tribes all over the world, that congregate online to share ideas and experiences. Creating for and with them will bring the answer to targeted content that can be trusted.
Comment Preview