Web Site’s Formula for Success: TV Content With Fewer Ads

New York Times, October 29, 2008 — “THUMBS up” and “thumbs down” ratings for commercials. Choose-your-own-advertisement options before shows begin. Interactive games during advertising breaks.

In the last year these online advertising innovations have been popularized by Hulu, the online video Web site that will celebrate its first anniversary on Wednesday. For all that has been written about Hulu’s easy-to-use, aesthetically pleasing interface, the advertising experience is equally important.

In the place of the long commercial pods that TV viewers have become accustomed to, only one ad is shown during each segment break on Hulu. Fewer ads make the ones on the site more memorable, Hulu executives say, allowing the site to charge higher prices for the ad units.

Brands Adjust to Media Fragmentation

One way media synergy might pay off

eMarketer, June 27, 2008 — Marketers have long focused on segmenting consumers, to approach them via the media channels and destinations they use most. But in many markets, media fragmentation has made reaching a large enough audience increasingly difficult.

Fox Creates Online Community For Viewers

MediaPost Publications, June 23, 2008 — Fox is pairing with social networking service Passenger to launch a private online community giving the network access to ongoing audience feedback on programming and marketing efforts. Made up of some 2,000 loyal Fox Network viewers invited to join, the community lets members preview new shows, interact with TV producers, post comments, engage in online discussions and participate in polls.

'Prison Break' Helps Sell Toyota in TV Guide†

Artist That Created Show's Jailhouse Tattoos Draws a Yaris

Advertising Age, October 2, 2007 — NEW YORK (AdAge.com) — When the new issue of TV Guide reaches newsstands Oct. 4, readers will find a 16-page booklet devoted to Fox's "Prison Break" series inside, including a pair of ad spreads capitalizing on a plot point to sell the Toyota Yaris.

The ads are the latest examples of advertising designed to break out by leveraging one brand to promote another — and the creative contributions from magazine publishers that once came exclusively from ad agencies.