By Walter Sabo
NEW YORK — Since 2007 a company our team founded, HITVIEWS, has pioneered the monetization of online video. While giants such as Budweiser wasted $28M on little watched BudTV, we discovered an extremely efficient way to reach audiences with online video. The internet has inspired a new breed of stars: Online Video “webstars” and HITVIEWS was the first to identify them and link them with advertisers.
Very smart brands know they need to be in the online video space but ALL of their initiatives failed to garner a significant viewership. But “webstars” like Jenna Marbles, TheHIll88, Nalts, Whatthebuck, Sxephil, Tobuscus, Community Channel and a select group of other elite online performers are able to pull MILLIONS of viewers to each of their videos.
More Thoughts from the Recent New Media Expo
By Holland Cooke
BLOCK ISLAND, RI — In olden times, radio, like other ad media, sold exposure, audience tonnage. Sales reps would show-off ratings rankers… which I always thought was daffy. Would you go to a job interview with nine other applicants’ resumés?
• But there our call letters were, in black and white, atop the page of whichever-demographic-we-sorted. Reps recited the Reach + Frequency spiel, promising that a radio ad schedule would help the retailer “build brand.” “We’ll make you the best-known” among all-who-sell-what-you-sell. Repetition, y’know?
• Fast forward to present day: Mere message exposure doesn’t do it anymore. The E-word en vogue is engagement, and money is flowing to digital opportunities that talk-with customers, rather than simply talk-at-‘em.