Analysis for 'ClickThrough'
Friday, April 2, 2010, 8:17 AM ET|Posted by Will RichmondDaisy Whitney and I are pleased to present the 55th edition of the VideoNuze Report podcast, for April 2, 2010.
This week Daisy and I first discuss my post from this past Monday, "New comScore Research Available; More Ads Tolerable in Online TV Programs" (the post also includes a link for a complimentary download of the research presentation). Among other things the research concludes is that viewers of online-delivered TV programs could tolerate 6-7 minutes of ads which is approximately double the typical current ad load.
I have argued for some time that the ad load in online programs is way too light and that it was jeopardizing the broadcast networks' P&Ls, particularly as convergence devices allow online video viewing directly on TVs. Coincidentally, this week the CW Network announced that it would double its ad load next TV season. And Hulu, though announcing this week that it has been profitable for the past 2 quarters, is under continued pressure by its content partners to increase its ad load to generate more revenue (recall that Hulu recently blocked the new Kylo browser, which I asserted was due to concern about cannibalizing audience and ad dollars from on-air).
Daisy then tells us more about "hot-spotting," which is the ability to click on an item in an online video and learn more about it and possibly purchase. Hot-spotting has become very hot (no pun), with multiple companies now offering technology that appears to be yielding significant results. Daisy reports that ConciseClick, ClickThrough and VideoClix are among the leaders and she provides some interesting stats on their performance. Listen in to learn more.
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