Friday, April 24, 2009
Units and measures and metrics, oh my
Attended a panel discussion last night around the growth of online video in marketing. Units, metrics, measures delivered by people from Hulu, Tremor Media, WebMD, Point Roll and Digitas Health. Lots of talk around CPMs, CRTs and ROI.
I still have a headache this morning.
One encouraging note for me was that across the board, all the panelists reinforced a single idea: online media and the use of video are only as good as the content you create and the value that users attach to it. In other words, powerful brand stories, narratives and entertaining content drive the day. Another key point is that it's not easy to monetize the "next big thing" in video. Or as someone put it, "how do you monetize Susan Boyle or Paul Potts?" If you haven't seen these two from Britain's Got Talent fame, go check them out on YouTube. Their videos were viral blockbusters. Great stories of personal triumph, too.