IBM’s Mike Moran on Web Video That Work: Think Infomercial!

By on 10/05/2007 5:28 PM @beet_tv

Making a successful Web video for about business is not easy.  The medium is different.

We’ve been working away at this for the past 18 months and some 400 clips.  We’ve tried to  find a balance between quality production without the hype and gloss of broadcast news.  We try to make the clips that are informational and direct, using the one-to-one sensibility of the Web. 

Helping us figure out what works is Mike Moran, IBM Distinguished Engineer and Product Manager of IBM’s OmniFind.  He dropped by the Beet.TV studio recently to talk about the aesthetics of successful Web video.  He likens the winning formula of Web video to infomercials. 

OK, so we’re not selling knife sets here, but his point about production values coupled with a cause to action is what will make this medium work. 

Next week, IBM will publish Mike’s new marketing book "Do It Wrong Quickly, How the Web Changes the Old Marketing Rules."  He explains in the book — and in our chat, how marketing solutions have to be carefully customized.

– Andy Plesser

Recent Videos
image
WPP, Microsoft and the Wharton School Join Beet.TV for Video Series of Industry Influencers

Beet.TV has begun production of a 50-part series of personal interviews with noted advertising and media luminaries, videos of individuals who have impacted the course of the industry.    Titled the “Media Revolutionaries,” the series is being co-produced with WPP’s Xaxis unit and the ...

image
It’s Basic: Better Ad Viewability Drives Better Sales: comScore’s Fulgoni

FORT LAUDERDALE — After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved ...

image
Content Indexing As Important As Traditional Data Collection: Veenome CEO

LAS VEGAS – The content that a viewer chooses to watch may be just as, if not more, important for targeting as traditional demographic data collected about said viewer, says Kevin Lenane, founder and CEO of Veenome. This concept, which Veenome focuses on, is termed the “viewing moment.” By ...

Screen Shot 2015-01-28 at 11.59.12 AM
AOL is Linking Content and Audience, Martinez explains

FORT LAUDERDALE – One of AOL’s goals these days is to help guide ad partners through the complexity of today’s digital marketplace, says Marta Martinez, Global Head of Video Sales, AOL Inc., at the Beet.TV executive retreat this past weekend. “A lot of my role is education and ...

image
Mediaocean Pursues Convergence Tools in 2015

FORT LAUDERDALE –  Media agency software giant Mediaocean has its sights set on convergence tools in 2015, says Cordie DePascale, VP Product & Partner Solutions at Mediaocean, at the Beet.TV executive retreat this past weekend. The company recently struck a partnership with Videology to integrate ...

image
TV Ads Could Be 10% Programmatic By 2017: AOL’s Ackerman

FORT LAUDERDALE — While so-called “programmatic” techniques for controlling, planning and trading online ads have gained traction in display advertising, the concept is slower to reach the same penetration in video and TV. But the prospect is set for wider adoption after a year in which ...

image
Programmatic Is Not Just For Real-Time: Videology’s Gaskamp

FORT LAUDERDALE — So-called “programmatic” ad-trading techniques may have come to market at the real-time bidding (RTB) end of the spectrum, allowing ad buyers and sellers to do business in real-time marketplaces – but that doesn’t mean they have to stay there. In this video ...

image
NBC Universal Launches Audience Targeting for TV

FORT LAUDERDALE –  NBCUniversal is betting big on the marriage of context and content to drive return on investment in ads, says Joe Cady, VP of Advertising at NBC Universal, at the Beet.TV executive retreat this past weekend. Earlier this month, NBC Universal launched an audience targeting platform ...

image
Time Goes Big on Video: Readies Large Manhattan Studio Complex

FOR LAUDERDALE – Time Inc has made an “unequivocal commitment to video,” says J.R. McCabe, SVP for Video, in this interview with Beet.TV To that end, the company is readying multiple studios on “thousands of feet” of soundstage in lower Manhattan.  Time will move into the new ...

image
The Media Revolution is an “Industrial Revolution,” Ashley Swartz

FORT LAUDERDALE – The massive changes in the way that date is powering advertising is transformative, akin to a sort of “industrial revolution,” says Ashley J. Swartz, industry analyst and founder of Furious Corp, in this keynote presentation at the Beet.TV executive retreat this past ...

Andrew Feigenson, Nielsen
Nielsen To Measure Smart TV’s In 2015: Feigenson

FORT LAUDERDALE — The coming digitzation of TV may seem set to pave the way for measuring audiences in a digital manner used to internet media houses – but Nielsen is stating its case for a panel-based approach it seems set to launch later this year. “We’re dedicated to having a solution ...

image
Publishers Should Personalize For ‘The Web Of One’: Taboola CEO

FORT LAUDERDALE — Personalization of web editorial experiences has been talked about for years, with few publishers deciding to let their readers customize their own editions. BBC News last week launched its most personalizable app to date, but content recommendation service Taboola‘s CEO says ...

loader