Denver Newspaper Agency bringing print ads to life -
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Published on: 12/11/2003
Last Visited: 10/4/2004
"The biggest benefit to the advertiser is the ability to create a 30- to 60-second commercial online at a low cost and hassle-free production," said Tricia Etienne, online recruitment account executive at the DNA.
Etienne, adding that the DNA expects the service to grow substantially in 2004, said the virtual videos can be packaged into both print and online advertising campaigns.Fees covering video production are bundled within the cost of the ad.
How it works
DNA's internal creative department develops a print ad campaign and, with the help of BroadbandVideo, those ads are converted into virtual videos complete with voiceovers, music and other elements.BroadbandVideo even has its own collection of stock photography that can be used in the streaming advertisements.
Etienne said some videos are created from something as simple as the text of a liner ad, while others are scripted out by the advertiser.
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Etienne said she believes that the video ad service is an avenue that newspapers can take advantage of to increase market share, but with a caveat.
"It is not our goal to move share from print to video, but to enhance the advertisers' newspaper ad with a 30- to 60-second video spot, in addition to their newspaper ad, to increase their reach," she said.
Etienne said the DNA's network of Web sites is No. 1 in Colorado with more than 32 million page views per month and more than 2.6 million unique visitors.
"Having a virtual video on one of our Web sites will help the advertiser increase their reach in a highly visible, customized commercial," she said.
The DNA offers weekly and monthly pricing packages for the streaming advertisements.The virtual videos are available to all advertisers - print and online.
Economically feasible
Etienne said the DNA's partnership with BroadbandVideo has made it very economically feasible to offer the service to advertisers.
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Although the DNA is not the first newspaper to offer its advertisers streaming ads, Etienne said it uniquely offers videos across all advertising categories.Etienne declined to disclose revenues stemming from the service, but described market acceptance as healthy."Our revenue to date has exceeded our initial goals by over 100 percent," she said.
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