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November 20, 2006No Comments

ON: Online Video & The 30 Sec. Spot


By now we all understand that the web is not TV, but that doesn't
stop us from wanting to watch TV on the web. Given the success of CBS's
new innertube video service, it's interesting to see how differently
they treat CBS News when it comes to online viewing.

In order to view each individual news clip, ranging in length from 1
to 4 minutes, one must sit through a non-bypassable standard TV-length
30-second video ad. When watching the same clip twice, the ad plays
again. In order to watch the first four clips on the site today, a for
a total length of 8 minutes, one would have to sit through 2 minutes of
commercials, or 25% of the total viewing time.

The video viewer is already sponsored by Merck, and contains a
banner ad which promotes the same product shown in the pre-roll video
ad. I wonder if all this is really necessary, or if it's just a way to
sell more advertising at the expense of the viewing experience.

ON: Online Video & The 30 Sec. Spot via @jpenabickley

November 3, 2006No Comments

Atlas Unveils Video Ad Platform

of aQuantive, announced on Wednesday the release of a new online video
ad serving technology for pre- and post-roll ads.

The new product--Atlas In-Stream Video--will allow marketers and
publishers to place ads before and after streaming video through an
automated system that also tracks metrics including impressions,
conversions and interaction with companion banner ads.

The ability to place video ads will be added to Atlas's desktop
application for media buyers that already encompasses ad serving of
banners, search, and rich media formats. Atlas's new video ad-serving
system highlights recent efforts by ad technology firms to capitalize
on the growing demand for video ads among online marketers.

Both upstart and established Internet advertising companies are vying to offer
the video ad technologies that publishers and agencies will turn to for
smooth delivery of costly video ads. Market research firm eMarketer
recently identified online video advertising as the fastest-growing
online ad format. It predicts video ad spending will grow by 71 percent
this year to $225 million, and to $640 million by 2007. By 2010, video
is forecast to make up 8 percent of the total online ad market.

Atlas aims to stand apart by adding video on top of its existing
expertise in online ad-serving. "The benefit for advertisers is that
this will allow them to get video ads online very seamlessly and an
easy way to handle all the messy details of various video formats
required by individual publishers," said Scott Ferris, senior vice
president and general manager of Atlas Emerging Media.

He said Atlas is rolling out its video ad system gradually, working
with the top 25 Web publishers to help prepare them to use the
technology for placing pre-roll ads on their sites. Ferris added that
1,500 hundred agencies already use its desktop campaign management
system, to which video will be added.

With a major industry conference coming up next week in New York, other
companies are likely to also announce new video ad initiatives.

Atlas Unveils Video Ad Platform via @jpenabickley

September 27, 2006No Comments

ON: ABC’s Video Player


ABC tooks a stab at a flash video player that injects ads and sponsorship into free content online.

Today my tests revealed that the player could use some help.  Also the player is playing long (30sec.) ads instead of 15-second IAB standard ads.   Perhaps they have not seen the behavioral data that shows what users want.

The ads were NOT annoying… there were only three “interstitial-like” video ads that came up. In my tests (in Mozilla / MacBook) the player crashed on me on four occasions and I did find way to roll past the ads.

ABC really needs to roll this out as a BETA and allow the expert online video community to give them some feedback.

I can identify three ways to improve the player so that it integrates the ads into the content without stitching it together and asking the user to perform tasks all while recording the users behavior for future learning’s.

Why is this relevant???
ABC HAS INKED $3.6 MILLION worth of deals with 36 advertisers for its new abc.com streaming video that promotes its prime-time lineup. Media buying and selling executives equate the figure as about double the CPM viewer prices of traditional TV.

ABC released the names of 21 advertisers that have bought into abc.com's streaming video efforts, which started Sept. 22 and run through year's-end. Those advertisers include Visa, Honda, Johnson & Johnson, Red Lobster, Procter & Gamble, Unilever, Sears, Remax, Nissan, Masterfoods USA, Sony Pictures, Universal Pictures, Toyota Motor Sales, Royal Caribbean, Subway, Verizon Wireless, Verizon Online, Sprint, Walt Disney, Century 21 and JP Morgan Chase.

A couple of weeks ago, Disney-ABC Television reached an agreement with ABC affiliates. Armed with a new ABC video player, stations could sell and insert local video Internet advertising. ABC will run three 30-second spots in each hour show, and two 30-second spots in a half-hour show.

ON: ABC’s Video Player via @jpenabickley



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