Thursday, January 18, 2007
Online TV Reaching MassesThe websites of the major 4 networks now attract millions of viewers per week, so it's time to monetize.
According to Nielsen//NetRatings, ABC and NBC both attract more than 10 million unique visitors per month, and ABC has streamed videos of its programming to nearly one third of them (per MediaPost).
While the broadcasters are using some streaming ads it is time for them to embrace their community of viewers by collecting data and enabling them to interact with unique content. Providing behind the scenes clips or exclusive previews would be enough to encourage many people to register, and that demographic data could be used to extract higher CPMs from advertisers.
Why should GM advertise it's pickup trucks to 78 year old grandmothers when an Advil ad would be more appropriate? Hopefully the ad agencies have recognized that online ads against TV content have the potential to be more valuable than their TV buys.
Adding social networking capabilities and the ability to manipulate content (as CBS has pledged could multiply their web traffic by three or fourfold. Just as the newspaper industry has embraced their online entities as revenue generators, so should TV.
By Jason Dowdell at 01:30 PM | Comments (0)