http://www.901am.com/2007/qmecom-unveils-personalization-platform-for-online-video-advertising.html New Media News Every Morning Fri, 20 Nov 2009 15:44:40 -0800 http://wordpress.org/?v=2.8.6 hourly 1 http://www.901am.com/2007/qmecom-unveils-personalization-platform-for-online-video-advertising.html/comment-page-1#comment-8021 Qmecom Media Center » Qmecom US press coverage - August Tue, 14 Aug 2007 00:59:38 +0000 http://www.901am.com/2007/qmecom-unveils-personalization-platform-for-online-video-advertising.html#comment-8021 [...] 9:01am blog “Qmecom unveils personalization platform for online video advertising” [...] [...] 9:01am blog “Qmecom unveils personalization platform for online video advertising” [...]

]]> http://www.901am.com/2007/qmecom-unveils-personalization-platform-for-online-video-advertising.html/comment-page-1#comment-7547 achartwell Mon, 06 Aug 2007 19:57:42 +0000 http://www.901am.com/2007/qmecom-unveils-personalization-platform-for-online-video-advertising.html#comment-7547 It seems to me that it is more important to advertisers to have their brands associated with appropriate content than “personalized to fit profile and preference parameters of individual customers.” Oddly enough, this was just addressed by Cory Kronengold, co-founder of OnlineVideoWatch.com in the Star Ledger: "You could reach blue-eyed, left-handed pickup truck drivers interested in fly-fishing, but there's maybe only seven of them. The trade-off is how much you pay to reach them. You could pay a lot of money. Or you could buy cheaper, more generic advertising and still reach these people. It's the difference between putting up a billboard in Times Square or a poster in the local fishing tackle shop." I’m not sure “personalized” video ads will provide the kind of ROI advertisers are looking for—how does one measure success with this type of model? At least from the market differentiation perspective companies like ScanScout and SpotXChange have more compelling value for brands and advertisers. It seems to me that it is more important to advertisers to have their brands associated with appropriate content than “personalized to fit profile and preference parameters of individual customers.” Oddly enough, this was just addressed by Cory Kronengold, co-founder of OnlineVideoWatch.com in the Star Ledger: “You could reach blue-eyed, left-handed pickup truck drivers interested in fly-fishing, but there’s maybe only seven of them. The trade-off is how much you pay to reach them. You could pay a lot of money. Or you could buy cheaper, more generic advertising and still reach these people. It’s the difference between putting up a billboard in Times Square or a poster in the local fishing tackle shop.” I’m not sure “personalized” video ads will provide the kind of ROI advertisers are looking for—how does one measure success with this type of model? At least from the market differentiation perspective companies like ScanScout and SpotXChange have more compelling value for brands and advertisers.

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