Digital Journal — In the community-driven world of do-it-yoruself, even advertising is getting in the game. Video-sharing site blip.tv now allows creators to promote products and services through “do-it-yourself-targeted advertising” — essentially clickable links embedded in video clips.
Online shows can sell anything by running advertisements featuring the material included in the broadcast. Viewers can purchase items by clicking on a link in the video, then adding shipping and credit card information. This forms a tighter bond between the video’s content and the marketing message, even if the ad may be deemed as obtrusive.
But the motive behind this new type of advertising model is part of a user-driven Web that encourages participation instead of mere observation. “This represents yet another major shift of power from the big-name networks and studios towards the content creators themselves,” said Mike Hudack, CEO of blip.tv. “DIY promotion technology allows us to help an entirely new breed of shows make money from their hard work, creativity and often very substantial audiences.”
One company taking advantage of the innovative idea is Make Magazine, a DIY publication devoted to hand-made tech projects. At the end of every vidcast on Make’s site is a short ad concluding with a link to purchase products shown in the show. Make also plans on using the targeted advertising to promote upcoming conferences and other events.
Blip.tv’s new ad strategy shouldn’t come as a surprise to any close watcher of Web 2.0 trends. More indie companies are turning to creative content creation in order to wrestle control away from monopolistic studios. It’s that free-spirited attitude that has made Flickr what it is, that has spawned Google maps mash-ups, that has made blogging a part-time job for some.
The most apparent caveat, though, is what’s plagued advertising initiatives from the start: Too much shilling can turn off dedicated viewers. Certainly, online videos are bound to use ads to earn revenue, but it’s a fine line. Should new-media marketing use audience interaction as much as possible? Or should they scale back projects that could backfire?
There might not be a definite answer, although each online video director has to consider the benefits and problems that could ripple from such an advertising project. What works for blip.tv shows might not fit for everyone sharing video shorts.
