A lot of advertisers ignore the online video audience entirely because they can’t be bothered to produce their own unique Web video ads. Thinking about running an online video ad campaign can be daunting, especially if you’ve already maxed out your resources on creating television and print ads. Blip.tv is taking the load off advertisers, producing their Web video ads for them.
I read last week in Adweek that Blip.tv had launched a new Creative Services department that basically takes a client’s existing television spots and other materials and uses them to create in-stream ads. They take what you’ve already got and make it web video-friendly, interactive and effective. I wanted to find out more so I reached out to Blip, where Even Gotlb, SVP Advertising Sales & Creative Services, was kind enough to answer a few questions for me. Read on to find out what he had to say, as well as to see some examples of ads created b Blip.tv Creative Services.
Megan at Social Times: How long has Blip.tv been providing these creative services?
Evan Gotlib: We’ve always provided creative services support for our advertisers but we really made the effort to build out the team starting in January 2010.
Megan: Are you finding that advertisers prefer to have you guys create their ads, rather than doing it themselves?
Evan: In many cases, yes. When it comes to straight :15 or :30 preroll this is something that most advertisers provide to us. But when it comes to in-stream overlays, bugs and more complicated interactive preroll units they rely on us to build ads that convey their key messaging points in such a manner that works well with our original video content. We think advertising can be additive, not a distraction.
Megan: How do you think Creative Services will affect Blip.tv revenue over the next year or so?
Evan: Providing these services allows us to work with a greater pool of potential clients. It also allows us to up-sell existing clients by giving them a means to try new things. I’d say our Creative Services will have a significant impact on our revenue growth over the next few years.
Finally, I asked Evan if he could provide any examples of ads that were produced in house. He shared a couple of ads with me. The first is a new Overlay Ribbon for Google TV. The ad uses proprietary “Context Aware” technology to bring the actual name of the show the viewer is watching into the ad. In the image below, you’ll notice that the viewer is watching ‘Epic FU’ so the ad reads, “You can now watch Epic FU on your Television.”
Evan also shared screenshots from an Interactive Preroll Shell that they built for Best Buy. He explained, “This unit makes the preroll ad slot work harder by layering an interactive shell on the left 20% of the player. This shell features different Best Buy products that viewers could interact with. We also included a fully functional store locator. We refreshed the four featured products every week, keeping the ad new and relevant over the course of a six week campaign.”
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.