Comments on: The Ad is the Content http://videoretailer.org/commerce/the-ad-is-the-content/ Exploring the Intersection of Video and e-Commerce. Wed, 08 Feb 2012 16:31:31 -0700 hourly 1 By: vzaar Jamie http://videoretailer.org/commerce/the-ad-is-the-content/comment-page-1/#comment-191 vzaar Jamie Tue, 05 May 2009 10:51:32 +0000 http://videoretailer.org/?p=298#comment-191 The content is the ad is very much our mantra at vzaar so thought you might be interested in what our CTO Adrian has posted in response to this piece on our vzaar business blog http://vzaar.com/blog/2009/05/the-ad-is-the-content The content is the ad is very much our mantra at vzaar so thought you might be interested in what our CTO Adrian has posted in response to this piece on our vzaar business blog

http://vzaar.com/blog/2009/05/the-ad-is-the-content

]]> By: Justin Foster http://videoretailer.org/commerce/the-ad-is-the-content/comment-page-1/#comment-182 Justin Foster Sat, 02 May 2009 16:55:21 +0000 http://videoretailer.org/?p=298#comment-182 I think the video commerce industry still has a long way to go toward understanding what type of content works best, where. On product pages, I think you're clearly correct. Educational, useful videos that tip the sale are the right approach - but even there, at least today - it still seems like there's a lot of guesswork going on and I agree with your comment about manufacturer video and TV ads and we're starting to see some startups that can offer retailers with more control over the messaging while containing production costs. I'm intensely interested in learning how the 'context' of a video impacts its performance, and verifying that educational or how-to content do really work better off-site. My suspicion would be that the broader the reach of a distribution channel, and the less targeted the audience, the more promotional vs. educational the video must be to perform well. Where it gets really fascinating is when you start considering all the possible distribution points for product video - affiliates, email, social networks, mobile devices. I'd love to understand the 'correct' promotional/educational weighting for different types of products/product categories based on the distribution channel and reach/relevance blend for that channel to the audience. - Justin I think the video commerce industry still has a long way to go toward understanding what type of content works best, where. On product pages, I think you’re clearly correct. Educational, useful videos that tip the sale are the right approach – but even there, at least today – it still seems like there’s a lot of guesswork going on and I agree with your comment about manufacturer video and TV ads and we’re starting to see some startups that can offer retailers with more control over the messaging while containing production costs.

I’m intensely interested in learning how the ‘context’ of a video impacts its performance, and verifying that educational or how-to content do really work better off-site. My suspicion would be that the broader the reach of a distribution channel, and the less targeted the audience, the more promotional vs. educational the video must be to perform well. Where it gets really fascinating is when you start considering all the possible distribution points for product video – affiliates, email, social networks, mobile devices. I’d love to understand the ‘correct’ promotional/educational weighting for different types of products/product categories based on the distribution channel and reach/relevance blend for that channel to the audience.

- Justin

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