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Tuesday, February 27, 2007

Online Video: Where the Boys Are

Marketers looking to reach younger males should invest in online video, according to data from Leichtman Research Group. The group says men aged 18-34 account for 41% of those who view video online on a daily basis, as well as making up over two-thirds of adult YouTube watchers.

So hello beer, sneaker and video game advertisers, come on down!

Between online video and video games, broadcast TV is facing some stiff competition. That will only get more difficult in the coming years as Joost seeks to create a web TV experience that rivals cable.

Joost just launched a beta but have already have sewn up a deal with Viacom and are likely to get the big content providers in their tent.

The biggest nuts to crack are nailing down the web measurements and advertising models. By making TV viewing and advertising as quantifiable as performance marketing, Joost can boost video advertising to make it an attractive buy. Advertisers will move from broadcast to online because they will have more confidence in the numbers and because they can create interactive ads to immediately connect with consumers.

Today there exists a wide chasm between video content and ad dollars, but look for Joost to bring the sides together.

By John Gartner at 12:36 PM | Comments (2)

(2) Thoughts on Online Video: Where the Boys Are

Well, it's not really too surprising that the males dominate in viewers. But, the good thing about the web is -- the ads can be tailored to the viewer. So, even if you aren't in the "dominant" group for a particular show, you can see an ad that fits your demographic.

I also find it interesting that these services will come through the wires (<a href="http://advancedmediacommittee.typepad.com/emmyadvancedmedia/2007/01/over_the_top_fi.html">"Over th Top"</a> of cable company wires, and possibly drive their TV business into the ground. I wonder if they'll try to block any of these services.

- Maria

Comments by Maria : Tuesday, February 27, 2007 at 03:31 PM

Well, it's not really too surprising that the males dominate in viewers. But, the good thing about the web is -- the ads can be tailored to the viewer. So, even if you aren't in the "dominant" group for a particular show, you can see an ad that fits your demographic.

I also find it interesting that these services will come through the wires "Over th Top" (http://advancedmediacommittee.typepad.com/emmyadvancedmedia/2007/01/over_the_top_fi.html) of cable company wires, and possibly drive their TV business into the ground. I wonder if they'll try to block any of these services.

- Maria

Comments by Maria : Tuesday, February 27, 2007 at 03:32 PM

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