media convergence presentation
TRANSCRIPT
Media Convergence
Online Videos
Lisa Kennedy
COMM 404
Introduction
Article “Searching for Life on hulu” Article “Searching for Life on hulu”
Online Video and Media ConvergenceOnline Video and Media Convergence
Online Video vs. Other Media SourcesOnline Video vs. Other Media Sources
Benefits to AdvertisersBenefits to Advertisers
Lessons LearnedLessons Learned
Media Convergence Future for Online VideoMedia Convergence Future for Online Video
Article: Searching for Life on hulu
Chose this article because of my interest in Chose this article because of my interest in online video sites.online video sites.
Provided greater understanding from ad Provided greater understanding from ad agencies perspective of online video agencies perspective of online video advertising. advertising.
Gained knowledge of successes and lessons Gained knowledge of successes and lessons learned from online video company learned from online video company experiences.experiences.
Online Video and Media Convergence
See Hulu – See Hulu – Hulu Super Bowl ad
First to pair high quality video contact with First to pair high quality video contact with advertisements advertisements
YouTube leads in traffic and brand recognition but YouTube leads in traffic and brand recognition but Hulu leads in converting traffic into ad dollars.Hulu leads in converting traffic into ad dollars.
Initiatives to retarget their usersInitiatives to retarget their users
Use cookies to monitor user’s browsing historyUse cookies to monitor user’s browsing history
Online Video Vs Other Media
Advertisers Unsure of New MarketAdvertisers Unsure of New Market
Somewhere between Internet and broadcast model Somewhere between Internet and broadcast model
Media agencies are set up to purchase advertising Media agencies are set up to purchase advertising based on scale buys and consumers use of its based on scale buys and consumers use of its content content
TV fits with their model; online video doesn’tTV fits with their model; online video doesn’t
Online video is sold on the basis of audience and Online video is sold on the basis of audience and behavior and it is hard to tell consumers use of behavior and it is hard to tell consumers use of content content
Benefits to Advertisers
Build database of consumersBuild database of consumers
Knowing audience and behavior attractive to Knowing audience and behavior attractive to advertisersadvertisers
Offering premium videosOffering premium videos
Viewers receive high brand recall and Viewers receive high brand recall and purchase intentpurchase intent
Media Convergence Lessons Learned
Offered free software from third party to Offered free software from third party to stream video through TV or large monitorstream video through TV or large monitor
Featured article in The New York Times Featured article in The New York Times displayed Hulu’s logo on a TV monitor displayed Hulu’s logo on a TV monitor
Angered users because they are competing against Angered users because they are competing against subscription cablesubscription cable
Media Convergence Future
Belief that eventually won’t be a great divide Belief that eventually won’t be a great divide between what occurs in digital space and the between what occurs in digital space and the broadcast space.broadcast space.
Will possibly serve advertisers “set-top-box” Will possibly serve advertisers “set-top-box” similar to digital today. Could be five to ten similar to digital today. Could be five to ten years out.years out.
Offer back-end ad server with demographics on Offer back-end ad server with demographics on a household level.a household level.