Online video: the view from Madison Avenue

12 07 2007

Following the post immediately below, covering Brightcove’s provision of online video services for three UK print publishers, some great insight in this interview with Ogilvy’s group planning director David Rittenhouse.

Independent print publishers are seizing the opportunity of introducing video alongside their print content, leaving their less nimble major competitors behind, contends Rittenhouse. While he’s clear that it’s not yet viewed as a major market, it is presenting his clients with some low-risk ways of reaching niche audiences with more closely-targeted advertising, in a cost-efficient way.

On a related subject, probably worth highlighting Rittenhouse’s recent briefing note on behavioural targeting.