Local business video spending to skyrocket
Cory Bergman June 25th, 2008
A study by The Kelsey Group predicts that small and medium-sized businesses in local markets will increase their video spending from $10.9 million in 2007 to $1.5 billion in 2012. But these aren’t pre-rolls folks, but advertorial video sold by the increasingly aggressive online yellow pages, city guides and local business directories. See an example here of a New York pizza place on YellowPages.com. The problem with many local media sites — the ones without vibrant city guides or business directories that score high in search — is they have no place to put advertorial videos that will actually get watched by people thinking about buying a particular product or service. Since these sites are outside the purchase loop — if you Google “Dallas doctors” for example, you get no local media results in the first 2.5 pages — they won’t be significant players in the small to mid-sized advertorial video pool.
4 Comments Add your own
1. IDM | June 25th, 2008 at 9:35 am
Stations should look at the Seek It Local platform. It has these aspects and more and is market exclusive. Huge reveue generating tool with a great renewal rate.
2. tdc | June 25th, 2008 at 9:40 am
man, that pizza looks delicious!
in other news- mauitoday.tv is trying a few of these lately.
maui girl swimsuits, having been a provider of suits for the sports illustrated issue is the most recent. have a look.
funny, i don’t recall seeing many swimsuits in that issue.
i better go have another look.
later.
3. TR | June 25th, 2008 at 2:26 pm
The only video ads I’m seeing around here so far are placed in general news pages. And for the life of me, I cannot imagine why anyone would ever hit “play” on a video ad in that (non)context, when such a small percentage of people click most news/events videos (unless it is something insanely compelling like oh say the waterskiing squirrel). Makes sense that you MIGHT click video to meet Dr. X before booking an appointment with him, etc., but I’m not seeing much of that contextual video advertising so far.
4. Rob | June 25th, 2008 at 3:41 pm
Disclaimer on Comment #1. Seek It Local is operated by Inergize Digital Media. If you’re gonna pump your own product you might as well be clear about that.
On an unrelated note, anyone ever use or look into Ellington CMS’ Marketplace feature? The Ellington content management system that’s being used for the Pegasus News platform down in Dallas among others.
On the Yellow Pages site … I like how you can share and embed the video on your own site if you want. Viral advertising. Who woulda thought?
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