Captains of Industry » Social networking http://www.captainsofindustry.com Captains of Industry is a Strategic Marketing and Filmmaking Agency in Boston Tue, 07 Feb 2012 14:31:12 +0000 http://wordpress.org/?v=2.9.1 en hourly 1 If data suggests video ads work best on “content” sites instead of social media sites, why make ads at all? http://www.captainsofindustry.com/blog/if-data-suggests-video-ads-work-best-on-%e2%80%9ccontent%e2%80%9d-sites-instead-of-social-media-sites-why-make-ads-at-all/ http://www.captainsofindustry.com/blog/if-data-suggests-video-ads-work-best-on-%e2%80%9ccontent%e2%80%9d-sites-instead-of-social-media-sites-why-make-ads-at-all/#comments Fri, 20 Nov 2009 18:43:02 +0000 http://www.captainsofindustry.com/blog/if-data-suggests-video-ads-work-best-on-%e2%80%9ccontent%e2%80%9d-sites-instead-of-social-media-sites-why-make-ads-at-all/ By Ted Page, Captains of Industry
This AdWeek article highlights a new report from Eyeblaster that tells us that video ads on social networking sites don’t even have time to load before viewers are on to the next thing (the ads are ignored), while the ads do better on “content sites.” When there is relevant content on the site, apparently, ads in close proximity to the content are viewed more (although not much). This is good
to know, but it also begs the question of why create and place ads at all if people are interested in the content? Why not make short, snackable web video content about the product that educates people instead of trying to sell them something with a slick ad?

When I’m in the market for a car, or just about anything else, the LAST thing I want to look at is an ad. I’ll read product reviews by real people on blogs. I’ll read Consumer Reports. I’ll watch video on the web that tells me something I need to know. We’re not living in the age of Mad Men. So let’s stop “marketing” to people as if we are, and engage them instead with something that’s valuable and informative. I’m going to lunch now and have two martinis (not really, but it’s nice to dream).

]]> http://www.captainsofindustry.com/blog/if-data-suggests-video-ads-work-best-on-%e2%80%9ccontent%e2%80%9d-sites-instead-of-social-media-sites-why-make-ads-at-all/feed/ 0 I will eat my shorts for a solar energy account http://www.captainsofindustry.com/portfolio/i-will-eat-my-shorts-for-a-solar-energy-account/ http://www.captainsofindustry.com/portfolio/i-will-eat-my-shorts-for-a-solar-energy-account/#comments Wed, 23 Sep 2009 13:00:56 +0000 http://www.captainsofindustry.com/?p=272 How do you land business from a solar energy company? Start a blog and threaten to eat your shorts on YouTube.

Captains of Industry has years of experience in renewable energy, but thanks to the economic slowdown in early 2009 landing a solar account was proving to be a daunting challenge.  One day Captains’ creative director, Ted Page, blurted in frustration, “If we don’t land a solar account this year I will eat my shorts!” Thus was born the Solar Shorts blog, with a video in which Page pledged to actually eat his shorts and put the video on YouTube unless the company landed some solar business. To launch the site, Captains reached out to friends and colleagues through social networking channels such as Twitter, Facebook and Linkedin. The result? Emails and blog posts from around the world starting coming in immediately after the site went live, and within 2 weeks Captains had started its first project for the largest solar installer in the Northeast. The blog was featured in the Boston Business Journal. Renewable Energy World online magazine provided free web banners to promote the blog. And the videos have been seen throughout the solar industry. It’s another example of how good web content (in this case a funny video), combined with social networking can deliver terrific results on a budget.

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