Online Marketing advice: buy content posted online

If you watch the unveiling of "Top Chef", the latest reality show on American TV Bravo TV, you'll find a surprise. Although the referee seemed to have chosen new players, the host Tom announced a new rule that eliminated chefs had the opportunity to return to the show after a series of culinary challenges. However, these challenges will only be aired on the Internet.

The "Last Chance Kitchen" mini site offers not only video content for returning to "top chefs", but also an exclusive advertising opportunity for brands. The website's first advertiser, Toyota Prius V, is becoming a hot topic for website users through a variety of banner ads and sponsor logos on the site. These advertising positions are an extension of the automaker's existing partnership with the TV show, which has previously been shown in the form of product placement and giveaways.

Cross-media publishers are increasingly shunning the standard online advertising location and choosing exclusive content on the site. In addition to the potential to generate more advertising revenue (this type of content is very suitable for customization), but also to create more channels, so that the brand and consumers connected together. Brand makers can still compete with rivals on television or in print magazines, but in this way they have the opportunity to gain additional exposure and push their products to the front of the audience.

In fact, research has shown that consumers tend to think more value for content that can only be viewed on the web. According to a survey published last year, 54% of consumers said they had seen the original video and considered it as a way of entertaining traditional TV. 60% of respondents see content posted on the web every week. Viewers who watch online video are 2.5 times times more likely to be "fully involved" than those watching offline television.

So where can you find this content? Here are a few points to reference:

Video series posted only on web sites

If you are not only trying to familiarize consumers with your product, but also to strengthen the links between brands and consumers, the only video series posted on the site may be the solution you are looking for. Television giants such as the Food Network have been exploring this approach for years, releasing weekly TV plots that can only be viewed online, ranging from three minutes to five minutes. Publishers such as AOL, Yahoo and MSN have also implemented such programs.

For example, MSN's "Beauty BFF" website is a rich source of video content, attracting advertisers such as Wal-Mart, Nissan, Citigroup and Swiffer. The site is part of the "Beauty and Fashion" section of the MSN Lifestyle section, Jenn Falik, a beauty specialist who has released many cosmetic tips and product information since its launch last year. Video clips are also inserted in front of the video scrolling ads.

Featured Channels

Consumers have maintained a high degree of interest in information about the lifestyle of celebrities. So, what better way to keep in touch with consumers than with a celebrity-oriented website? The American Online website has a life channel, "Heidi-Cram in AOL," which provides information on fashion, beauty, parenting, vacations and more. The channel's authors, renowned models and television presenter Heidi-Cram have given exclusive tips from experts (which, of course, are posted only on the website) and created advertising opportunities for a variety of products. Brands can buy different video pre-scrolling ads, either before cram and the designer to explore the latest trends in the video, or on the site experts before the video. On this site, Toyota Prius v also received a certain amount of exposure through the holiday channel sponsorship and related display banner ads.

Yahoo's "The Thread" star style and the celebrity trend channel, combined with video and articles posted only on the site, also provide advertisers with similar services. Sponsors can not only get the display banner advertising location, but also put ads in the video, add additional links. Through an integrated chain interface, the site's current partner Herbal Essences can direct visitors to its hair care products collection, Facebook pages and online stores.

If the existing content does not have the right idea, then do not overlook another possibility: to approach a website with your own ideas. Publishers are now more than ever willing to overturn past boundaries for advertising partners, especially if the final product is highly informative and entertaining and is only published on the web.

(Original starting on November 17, compiled: Zeng Cui)