Eleven years after Microsoft established the standard for pre-roll video advertising at 7–12 seconds, the online video “industry” is still stuck on the idea that broadcast standards should prevail. This is a sickness, my friends, and it’s killing opportunities for legacy media companies who cannot or will not accept that the Web is a different animal entirely. I am so angry about this that I could spit, so I apologize ahead of time for the rant.
My dander is up over a piece on Digiday (great website, BTW) offering quotes from its publishing conference in Miami this week. The issue is pre-roll advertising, and the article is The biggest hurdles publishers face in monetizing digital video:
What’s your biggest challenge in monetizing video? In short, too many agencies are still trying to recycle their 30-second TV ads for the desktop and mobile. There are viewability requirements to be satisfied. What works for the advertiser often results in a bad user experience.
Why, oh why is this still an issue for us?
Let’s review. Legacy media did NOT invent the Web. Microsoft, a tech company, was ahead of the game back in 2004 when MSN created its “Video 2″ ad product and ventured forward in the field of online video. They may not have invented the pre-roll, but they studied it, pioneered it, and found in 2004 that 7–12 seconds was optimal length. Here’s the money quote from an article published in MediaDailyNews back then:
Hadley (Eric Hadley, director of marketing and advertising for MSN) said that ads on MSN Video 2 will appear “somewhat like TV ads,” except that only one 7–12-second video ad will appear for each piece of content. Hadley added that while consumers don’t necessarily need a broadband connection to view MSN video, the video capabilities are limited for narrowband users.
The day after I published my story on this, MediaDailyNews — at Microsoft’s request — altered the text of the article and changed that 7–12 seconds to 15–30 seconds. Why? Because that’s what Madison Avenue would go along with, and they controlled the money that would be spent via MSN Video 2. They wanted nothing to do with 7–12 seconds. I know this, because I investigated and spoke with Mr. Hadley and others, including those at MediaPost.
The point is that Madison Avenue is still calling the shots, while online legacy video companies are sinking fast, because people — as Microsoft knew 11 years ago — won’t sit still for anything beyond 7–12 seconds. Rather than accept reality, we chose to stick our fingers in the eyes of consumers, and now we’re upset because they’ve respond with ad blockers.
Here’s the thing. Corporations don’t have to change. They can do what they damned well please, including acting like fools in the face of compelling evidence of such behavior’s danger. If they do, however, they give up the right to whine — especially to the government — about matters that originate from this unwillingness to change, and that includes anything associated with the money tree they’re trying to protect.
I’ve begged people to open their eyes about this since even before 2004, but the industry would rather die than change, and that’s the truth!
End of rant.