Beet.TV has an interview up with Deeje Cooley, an Internet TV Evangelist here at Adobe, on some of the advertising models inside of Adobe Media Player. AMP is one of the more interesting products that Adobe is working on I think. We’ve got some really great analytical tools in the background and it sounds like publishers are also starting to take notice. Deeje provides a good overview of the platform and a bit about how it works.
One of the things they cover is how you can get your own content into AMP. One way is to create a media RSS feed for your video content and then anyone can add that feed to their AMP playlist. To get listed in the catalog it sounds like we’re still working on the specifics, but we’re hoping to make it very easy down the road.
There was also recently an interesting article in Forbes about YouTube and more generally some of the findings of content providers as they move to the web:
YouTube has done a lot of experimenting with ad formats and found some surprises. Pre-roll video ads prior to the main video cause the audience to click away up to 70% of the time. Better: short banners that pop up from the bottom of the video window. The NBA channel runs rollover Patrón tequila ads that turn into a video how-to for making margaritas. “It’s finally a way that advertisers can leverage the massive amount of video streams without the fear of being next to the soccer kid getting kicked in the nuts,” says Davis Brewer, lead strategist for emerging channels for media planning firm Spark Communications. People click on those rollover ads 8 times as often as on standard display ads next to the video. The rollover ads are most effective if they appear 15 seconds into the video. Any earlier and people get turned off. When the rollover is run in tandem with a display ad next to the video box, the chance of someone clicking can be 46 times as good.
Those are all things AMP supports and things that Flash makes very easy. Interactive video has been a strength of the platform from day one and I think going forward that’s going to be very valuable to advertisers, content providers, and stat geeks trying to figure out how to best reach an audience.Tweet