NewTeeVee has the inside scoop on the Association of National Advertisers and Forrester Research study on TV advertising:
“Of all the new formats the industry is eyeing, 65 percent of advertisers surveyed were looking to try ads in online shows, compared with ads embedded in VOD (55 percent), interactive television ads (43 percent) and ads within the set-top box menu (32 percent). And 87 percent of the same group said they intend to spend more on web advertising in 2008, which can only be good news for new media. For producers looking for sponsors, 87 percent of advertisers believe branded entertainment — from sponsor shout-outs to product placement — will play a stronger role.”
You can read the whole report here.
This is just more good news for those of us in the business of developing original content for the web. As more brands see the opportunities/cost ratio lay waste to the current TV model we’re going to be hearing a lot more on this topic.
Post on MediaWeek looks at a new research study conducted by comScore and the Havas Media-owned digital agency Media Contacts.
“During a keynote address delivered on Wednesday in New York, Media Contacts’ vp, U.S. director of research & insights Jarvis Mak, said that the most active segment of Internet users still accounts for the vast majority of video streaming on the Web –and that group often demonstrates a stubborn aversion to TV and advertising. But several more attractive segments are emerging as online video becomes more mainstream, says the study.
For example, in a given month, a typical heavy video user might watch close to 250 videos online, where a light user might watch just eight clips. But that sort of disparity is likely to change over time, according to Mak, who noted that a similar gap existed in the early days of the Internet between light and heavy Web surfers. That trend indicates that online video behaviors have yet to normalize. “It’s abundantly clear how nascent we are in the industry,” he said. “There is a long way to go.”
The report breaks down viewers into 4 categories. You can check them out in the post but I found this to be the most interesting group:
-Content Explorers – they are platform agnostic, and will watch pretty much anything on the Web – from long-form drama to short, user-generated clips. Perhaps surprisingly, this group falls into the 35-54, higher income category.
Check out that demographic. Not only is it extremely attractive from a marketing standpoint but it goes against “common wisdom” about what’s going on online.
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February 20, 2008 9:04 pm | 
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