Friday, July 28, 2006

New "Clip Culture" Causes Advertisers to Panic

Why you ask? Because they're not involved and the online video craze that's taken the Web by storm has trickled into the mainstream. 20 million visitors per month is now the traffic that YouTube is attracting with the average visitor spending two and a half minutes viewing each video. Unfortunately (as reported in the 07/17 Post – Monetizing YouTube and MySpace’s Monster Traffic), YouTube, has yet devised a way to make much revenue from this massive traffic. If the viral video site (and its 240 followers) could attract ad dollars, online video would be the business to be involved in right now. But where and when do you place advertisements? YouTube CEO and co-founder Chad Hurley points out, Google created advertising that helped the user experience--and he intends to do the same with YouTube. Michael Robertson, the founder of, says it's inevitable there will be ads on YouTube. I agree and believe that their best option is to sell sponsorships to each of the 40 user-generated channels. Link: MarketWatch 07/27/06 – You Tube’s ‘Clip Culture’

Thursday, July 27, 2006

MRI: DVR User's Watching Less

How has the DVR impacted your households’ television viewing habits? In mine, it has turned it on its head. The biggest surprise for me was seeing how quickly my 11 and 7 year old embraced the technology. Are we consuming more television because of it? I doubt it and new research has emerged that agrees with my feeling. A highly regarded media researcher's findings contradict the networks' insistence that DVR users watch more television. Although households with DVRs tend to watch fewer hours of TV than those without the devices, they also tend to be heavy users of the Internet and readers of magazines and newspapers, according to the spring 2006 report from Mediamark Research Inc. Links: MediaWeek 07/26/06 – MRI: DVR Owners Bulk up on Print, Web or Media Daily News 07/27/06 – New Data that suggests DVR users watch less, not more

Tuesday, July 18, 2006

Mobile TV Show lines Up the Advertisers

Projections of how many Americans are likely to adopt mobile video vary wildly however I believe that it will soon be the place to be. Market analysis firm Jupiter Research recently estimated that the number of regular users of mobile video will grow to about 12 million by 2010. Currently mobile television programmer GoTV Networks has about 100,000 subscribers for its stable of 12 premium channels. Today they announced plans to premiere a made-for-mobile reality show that will be one of the first significant programming experiments for the emerging cellular video business. “Primped”, a 30-episode unscripted series in the makeover genre that runs for six weeks. The show has more than 12 advertisers (including Conair, Dollhouse, Divina, Biatta Intimates and Union Bay) with branded integration in the show. Each episode of “Primped” runs for two to four minutes, and new editions debut every weekday. Sprint customers with access to mobile TV content can get all 30 episodes for $6.99. The series will be available for purchase for the rest of the year. Link: 07/17/06 - Tiny Time Slot, Big Plan

Monday, July 17, 2006

Monetizing YouTube and MySpace's monster Traffic

While YouTube is continuing to break it’s own traffic records, this week announcing that they have hit a milestone of 100 million videos served every day and MySpace has hundreds of millions of users, and ridiculously high monthly traffic. They both provide proof that traffic just isn't enough anymore. Can these companies find a way to monetize these millions of mouse clicks or are these highly talked about start-ups just more Silicon Valley one million-click wonders?

In recent months, YouTube has experimented with Yahoo and Google text-based ads, and last week it launched a banner ad campaign for Disney's “Pirates of the Caribbean: Dead Man's Chest,’’ (financial details have not been released). News Corp. has only been able to sell a few banner ads for MySpace and that problem is further compounded by the fact that they don't even get the lucrative blue-chip brand advertisers to buy those banner ads despite the fact that its member demographic is the young and malleable crowd after which marketers lust. Links: 07/16/06 - YouTube serves up 100 million video per day, 07/12/06 – How will YouTube make Money, 07/14/06 – Is there Money in MySpace

Wednesday, July 12, 2006

Broadcast TV Ratings - A New Low

The summer has never been a high point for TV ratings for the big four broadcast networks however the first week in July 2006 represents a new low of lows. Fewer people watched the Big Four networks last week than at any time in recorded history. CBS, ABC, NBC and Fox averaged 20.8 million viewers during the average prime-time minute last week, according to Nielsen Media Research. That sunk below the previous record of 21.5 million, set during the last week of July in 2005. Link: Yahoo News, July 11, 2006 – A low watermark for broadcast TV viewing

Friday, July 07, 2006

Rentrak to Measure VOD Ads

MultiChannel News reports that in beta testing from Rentrak Corp. is a new video-on-demand measurement application that will deliver details about viewing durations and overall impressions delivered by TV advertisements embedded into on-demand viewing sessions. The “AdEssentials” product is aimed at providing more context around viewing behavior associated with the nascent on-demand advertising category, which poses challenges because viewers can usually fast-forward through commercials.

Senior VP Cathy Hetzel says the new tools also will divulge commercial views by time of day and will display ZIP-code level demographics. She sees some creativity emerging in the on-demand advertising space as sponsors figure out ways to integrate with the medium. One finding: placing 15-second “bumper” spots preceding on-demand programs seems to ward off fast-forwarding, presumably because viewers figure skipping the abbreviated messages isn’t worth the bother. Rentrak already tracks on-demand viewing metrics for cable programmers and MSOs including Comcast Corp., but the new product will focus on advertising instead of program viewing.

Monday, July 03, 2006

Go Mobile - Get Food Faster

Mobile phone applications and internet access are improving consumers ability to seach out information and save time from daily routines today more than ever. Mobo, launched in May 2006, lets NYC (beta test) customers order from restaurants and pay for meals using sms.

How it works? Customers create an account, which includes their credit card details. After signing up for the service, they can order online via, or by text message/sms. The order appears on the restaurant's in-store Mobo system, and is automatically billed to the customer's credit card. The restaurant confirms the order, and the customer receives a text message stating when the order will be ready for pick up. Each affiliated restaurant has a separate Mobo Pick Up counter, so Mobo users can walk straight to the counter, state their name and last four digits of their phone number, and pick up their food.

According to Mobo, the benefits for partnering restaurants are increased profits from new Mobo customers, higher average order amounts, increased customer loyalty and improved operating efficiency. Customers save time (which IS the new currency), get a bit of that oh so coveted VIP treatment with their takeaways, and vendors increase profits. I see this as being a viable platform to add sponsorship elements to! UPDATE: September 20, 2006 I ran across this in the Wall Street Journal - Text Messaging Speeds Up Fast-Food Orders