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APR
1
MediaPost Publications,
April 1, 2008 —
IN AN EFFORT TO CONVINCE big consumer packaged goods marketers once and for all that online media is just as - and possibly more - effective than traditional television advertising, Google Monday released the findings of a study comparing online video ads very favorably with traditional TV commercials. The study, conducted with Harris Interactive, only looked at the effectiveness of 30-second TV commercials, and executives said that video ads created specifically for online platforms might be even more effective.
"The takeaway is that nothing is lost and much can be gained. There is no downside in terms of bringing a brand-building message," Marianne Foley, senior vice president-strategic initiatives at Harris Interactive said referring to the impact of... continue reading
MAR
20
As the world scrambles to master online video, crusty old baseball already has it figured out.
Fast Company,
March 20, 2008 —
For decades, the prevailing wisdom has been that professional baseball is behind the times. Its ownership rejects new voices like Mark Cuban. The game doesn't have the electric action of, say, curling. Like newspapers in a digital age, baseball is a relic that can't distract the kids from Facebook and Wii, no matter how many players pump human growth hormone.
And yet, step inside the offices of MLB Advanced Media, the digital arm of Major League Baseball, and the first thing you notice is not a beaming photo of 74-year-old commissioner Bud Selig, or black-and-whites of Joe DiMaggio. Next to a row of cubicles full of people writing code sits what appears to be a complete television studio, in which, on this day, former player Billy Sample is discussing... continue reading
MAR
17
Your Questions Answered: Video
Advertising Age,
March 17, 2008 —
Not so fast, moneybags. People don't interact with the web the same way they do with TV. Consumers tend to be more active online and are ready to click away to another enticing locale as soon as the idea strikes them. They may not want to sit through a 30-second video ad, and definitely not a 60-second one.
MAR
14
Hulu, a major coup for Hollywood's Web aspirations, is the latest offering successfully designed for the elusive Gen-Y youth market
BusinessWeek,
March 14, 2008 —
It's a sleek-looking, fun-to-use media service—and, no, it isn't from Apple (AAPL). Hulu.com, which launched to the public Mar. 13, is Hollywood's long-awaited entry into free, on-demand Web video. The joint venture between News Corp. (NWS) and General Electric's (GE) NBC Universal division allows users to stream full-length episodes of some 250 television series online, such as NBC's The Office and Fox's 24, as well as films from Warner Bros. and Lionsgate (LGF), and content from major sports leagues.
In addition to heralding a sea change in media distribution—the ambitious project seems to have reconciled two once-vicious competitors, NBC and Fox, into working cooperatively online—the new Hulu is "also a prime example of Gen Y-oriented design,"
MAR
13
New York Times,
March 13, 2008 —
Pick up the remote, turn on the television and watch YouTube.
The blurring of the television and the computer, envisioned by technology enthusiasts for years, advanced another step on Wednesday when TiVo, the popular maker of digital video recorders, announced an agreement with YouTube that will deliver millions of Web videos directly to users’ TV screens.
“TiVo’s strategy is to bridge the gap between Web video and television and make as much content available as possible for our subscribers,” said Tara Maitra, TiVo’s vice president and general manager for content services.
MAR
12
OMD Signs as Agency Partner Through End of '08
Advertising Age,
March 12, 2008 —
Watching "Family Guy" on online video site Hulu.com isn't like watching it on TV. You can pause the show, even take a break from it and come back to it later. As more consumers look to the web for entertainment they would normally watch on their flat screens, however, Hulu offers a map for how boob-tube advertising might develop.
MAR
6
MediaPost Publications,
March 6, 2008 —
NBC DIGITAL ENTERTAINMENT SAYS IT has good news for Internet TV advertisers on several fronts.
From a regular quarterly consumer-research study, NBC says more viewers are watching entire online episodes than ever before--some 92% of viewers that start an NBC video watch it all.
Media agency executives have been concerned that viewers are sampling shows online--just viewing for a couple of minutes, rather than staying for the entire episode. That means they are also missing out on commercial messages.
The study also notes that online viewers--via the NBC Rewind video player--have higher brand recall and increased satisfaction now than in previous periods: 86% brand recall versus 70% previously.
FEB
28
Social-Networking Sites Ramp Up Original Online Series To Lure Users, Advertisers and Compete With YouTube
Wall Street Journal,
February 28, 2008 —
College student Zoey Colson joined social-networking Web site Bebo.com last summer for one reason — to watch Bebo's hit video series "KateModern," a mystery show about an art student.
To promote the show, whose first season drew an average of 1.5 million video views per week, Bebo relies on the interaction among the Web site's users. It sends alerts to members to tell them when new episodes are posted. And it allows members to send messages to characters, like the one the 20-year-old Ms. Colson wrote telling Kate's roommate to cheer up when a plot twist didn't go her way.
"You feel like you are part of their world," says Ms. Colson.
Bebo and other social-networking sites like News Corp.'s MySpace are taking the plunge into original Web series at a... continue reading
FEB
21
Google is hoping to capitalize on both the explosion in online video and the scale of its advertising network
New York Times,
February 21, 2008 —
Hoping to earn more from its vast advertising network, Google said it planned to begin selling ads to appear inside videos on sites across the Web.
While the money spent on Web video ads is a small fraction of the $20 billion spent on Internet ads in the United States, Google is hoping to capitalize on both the explosion in online video and the scale of its advertising network, which analysts say includes a vast majority of Web advertisers and hundreds of thousands of Web sites.
The new program, called AdSense for Video, could help Web publishers in that network make more money off their video clips.
FEB
12
Baby-Lotion Cartoons Play Up Bonding Time: Risky Marketing Turn
Wall Street Journal,
February 12, 2008 —
Johnson & Johnson is one of the largest television advertisers in the U.S. But to promote its best-selling baby lotion, the company is putting most of its effort into a different approach: Web cartoons.
In one of its animated Web videos, as a mother starts massaging her daughter's feet, legs and chest, her baby giggles, smiles and makes eye contact. Pink swirls meant to represent the lotion's scent fill the screen.
The ads for Johnson's Baby Lotion, developed by an animation studio, not an ad agency, attempt to highlight the emotional connections babies build with their mothers. In contrast, most of J&J's competitors focus on the medicinal benefits of baby lotion. Johnson's is favoring the Internet over TV because it believes young parents scour the... continue reading
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