Web Video Tracking Could Speed Its Growth

If you harbored any doubts about the transition from old media to new media and the impact that web video will have on the future of advertising, the latest development in the metrics for calculating the value of online video should stop you in your tracks

/lawyermarketing101.com/Kevin Quinlan/ 04/06/2009

If you harbored any doubts about the transition from old media to new media and the impact that web video will have on the future of advertising, the latest development in the metrics for calculating the value of online video should stop you in your tracks.

The challenge has been to translate the online metrics of unique visitors and page views to an equivalent of the gross rating point (GRP), the enduring standard for buying TV advertising.  The catch has been that TV ratings are calculated based on the reach and frequency of a single broadcast, whereas online video viewing can take place over an extended period of time.  Having the ability to measure TV and online video on a level playing field will allow major advertisers to make seamless buys that include both.
 
Several of the online video ad networks have been working towards this calculation.  This week Ad Age reported that their Global Media Agency of the Year winner, Mindshare, has adopted a system designed by YuMe a premium video ad placement company that includes TV shows online.  This means that their clients will have the ability to buy broadcast and web video for a specific campaign based on the same calculations.  As part of a group of media companies under a single umbrella, it is inevitable that their sister companies will do the same, speeding the blurring of the lines between on and offline advertising.

Although most personal injury law firms do not market their services on a national basis, there is always a trickle down effect when major changes occur in the world of media and marketing.  Just as the web has affected the ability of the yellow pages to deliver the same results as they did 10-years ago, the blurring of the lines between TV and web video will also have an impact on lawyer marketing.  While you may not be a candidate for a national marketing, that doesn't preclude you from learning from those that are.

Now is the time to partner with an attorney marketing shop that can help you take advantage of web-marketing, social media, and high production value web videos and TV spots, so that you can position your law firm as a leader in your market and grow your business.

For specific recommendations for your personal injury law firm marketing program contact us at www.cepac.com.

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