Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
Beyond Marketing
BizReport : Trends & Ideas : July 31, 2007
NYTimes.com launches Video Lounge for long-form ads
According to some online advertising experts, pre- and post-roll advertising isn’t giving viewers the best user experience, yet few alternatives exist. The New York Times has made a move towards long-form online videos and have just launched their Video Lounge.
The New York Times has answered advertiser requests for the opportunity to feature longer video ads on the paper’s website. Instead of placing their advertising adjacent to breaking news videos, or alongside editorial content, advertisers wanted somewhere to showcase long-form videos that interested audiences could engage in outside of the main editorial arena.
In an interview with Beet.TV's Andy Plesser (view the video interview here), NYTimes.com’s vice president for editorial products, Nicholas Ascheim, gave a few reasons why advertisers might want to consider long-form video ads. Ascheim said that if an advertiser “has an area they’ve really dug in to, a product that’s worthy of more explanation or an initiative that they’ve taken outside of their normal realm” then they should look at long-form video ads.
FedEx have become the first company to feature online videos in, what the New York Times are calling, the Video Lounge. Currently the video links appear in a separate section at the foot of the paper’s main video page is a new section called “Video Advertisements”.
Clicking on the displayed video thumbnails takes the user to a branded landing page on which the long-form videos can be viewed and where advertiser links are provided. At the time of writing only FedEx were featured in the Video Lounge.
The Video Lounge will eventually be linked to from various other sections of the website.
Tags: long-form, NYTimes.com, online video, video advertising
Subscribe to BizReport
Latest Headlines
- Jivox sees strong growth in video for small businesses
- How to target the affluent through social media
- UpSellIt's Chatty Ads Could Increase ROI
- Report: Worldwide UGV revenue to surpass $1.1 billion
- Online newspaper readers consume politics, jobs information
- Survey: Rich Media Ads to reach $2.7 billion Euros
- YouTube introduces buzz targeting
- Online advertising CPMs falling
Featured White Papers:

Extraordinary Customer Service
Is Your Customer a Satisfied Customer? Learn the Best Practices For Improving the Customer Experience. >>

Search Engine Optimization and Pay-Per-Click: A Holistic Approach
Learn how pay-per-click (PPC) and natural search engine optimization (SEO) can work hand in hand to help your business better connect with new customers. >>

12 SEO Campaign Killers
Learn what not to do when launching a Search Engine Optimization (SEO) campaign to attract more visitors, leads and sales. >>

Social Media Marketing: 12 Essential Tips for Success
Learn how to effectively engage customer communities with a new, social marketing mix. >>
Featured Magazines:

Successful Promotions
Shows you how effective imprinted promotional items can be for any kind of campaign. >>

Featured Research
- Search Marketing Benchmark Guide 2008
All new practical, fact-based search marketing data on what works and what doesn’t - essential for search marketing (PPC & SEO) budget planning.