min Day Keynote Talks Virtual Worlds, Online Video
Tuesday, April 15, 2008

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Geoff Ramsey, co-founder and CEO of emarketer, has this advice for proponents of virtual worlds: Get a “real” life. While delivering the keynote at the third annual min Day Summit in New York this morning, Ramsey recognized the potential for brand marketing and advertising in virtual worlds, though he’s not yet entirely sold on the idea. “Outside of Second Life, the audience isn’t fully there yet.” But he offers that the two major benefits of virtual worlds are to learn about online communities and test new marketing concepts.

Ramsey also pointed out that while online video is continuing to grow, the metrics are all over the place and therefore make it hard for media companies to know what, if anything, they should do with online video. According to emarketer, 27% of internet users are watching full length TV shows online, a number that is up almost 100% from just a few years ago. The ultimate value is online video lies in its measurability, target-ability and share-ability.

From a marketing standpoint, Ramsey closed with these 7 tips for online success:

1. Leverage your brand.
2. Sell integrated media packages.
3. Grow your presence online.
4. Be prepared to give up some control.
5. Embrace the new ad model where advertisers are creating their own content.
6. Don’t join the herd (not all web trends are worth the effort).
7. Experiment.

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