Whew it’s about time a report like this came out. I said it in a post right after ad:tech in New York that it’s Microcontent for ads online. Now it’s affirmed by the data. Silicon Alley bluntly states the obvious. Everyone hates pre-rolls – lets get used to it and move on.
The online advertising model is the content itself. When I founded PodTech two years ago it was clear this was the trend. Now Microcontent is going mainstream. Why? In social networks that have microtargeting microcontent works. Contextual content meets a targeted user.
Opportunity for brands: Activate your brands online now for the next cycle of innovation. In web 1.0, companies activated their brands with web sites. In Web 2.0 and beyond, brands need to be activated online with content on a platform that enables targeted distribution in micronetworks.
Activating brands online isn’t about putting up a fan page on facebook. Instead, it’s about providing ‘great’ MicroContent. – with great tracking.
All the web 2.0 social media talk today is about brand engagement, but you can’t have engagement without brand activation. For all the brand marketers out there ask yourself the following question: are my brands activated online? and if so how?