| Zanox mounts the online video marketing rocket |
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| Friday, 01 June 2007 | |||||
Users are encouraged to link their videos to the Zanox online video system, and as such monetize their video content. It is a perfectly logical step, since pages with video content have the highest click-through ratio on the web. Advertisers are ensured of a higher conversion rate when their advertisements incorporate online video. Affiliates can surround their links with much more attractive content, as video is by far the most sought after data online. As Zanox.tv has barely outgrown the beta-stage, there are still only a few campaigns Zanox allows its publishers to enhance with video. As the number of users and hopefully the quality of the videos increases, campaign statistics will hopefully show the benefits of the system. This will then lead to more advertisers allowing Zanox to embed their campaigns into the user video. Not much is known about Zanox.tv other than that it has something to do with affiliate marketing and online video. Zanox has hardly released any information on how it works. Will they host and stream the video on their own servers, and as such become some sort of sponsored Youtube ? Another question that remains is the amount of quality control Zanox will perform on its user generated video. Advertisers aren’t waiting for their brand to show up in just any video. The business model of Zanox.tv isn’t transparent enough already to find out how much power Publishers have on the decision making process. Will users be able to just link any video to any campaign ? Will Zanox oversee the distribution of Advertiser links throughout the system, or will this be an automated process, allowing for easy misuse of the system ? It is clear user generated video will become an online marketing battlefield. Zanox seems to be the first one to step into the ring. As long as nobody else does, Zanox can be as vague about their platform as they want.
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