On-line now more than Bite size!

Another recent article on the on-line viewing habits of key demo groups ;like 12-24 and 24-50 show the older demographic spending a lot more time watching full length video, and the younger dem. group watching more full-length programming as well, with increased focus on social networking, and other digital and on-line community elements. The elephant in the room is that it is harder for advertisers to accurately gauge where people are going to watch TV on-line.

3 screen strategy paying off?

A recent Nielsen study shows that more people are gravitating towards on-line to watch their favourite TV, shows with another study showing that on-line is no longer about bite size pieces or short-time viewing with most viewers looking watching more long-form and series programs on-line. While the TV experience and TV itself will never go away, it is just reinventing itself with people splitting their TV viewing over more platforms. The most exciting thing abut this study is the specific demo groups that are watching on-line/mobile/TV, with female viewers spending a larger amount of time on-line, and viewers under 24 using on-line in many different ways than just viewing of videos.

Here is a link to a downloadable version ot eh recent study by Nielsen. If you are involved in or interested in digital viewing habits this is a must read study:

http://www.nielsen.com/pdf/3_Screen_Report_May08_FINAL.pdf

Back-end digital ROI with Avril Lavingne

Chris Anderson wrote about it in an amazing and forward looking article in Wired magazine that talked about the economy of free, specifically "freekonomics", where you provide some part or component of your brand or media to the consumer for free, hoping that they will purchase a premium part for a fee.

Avril Lavingne is one artist who says that she has received upwards of 2 million in revenue (her cut would of been much less after songwriters, composers, etc...), which shows that artists of all kinds have an opportunity to be entrepreneurial and increase revenue by in some ways incorporating the basis of what Chris Anderson was talking about. Provide something for free and sell on the back-end, a premise that goes back to Gillette amongst others.

This model shows promise for many musical artists or publishers that their is revenue potential after a huge drop in recored sales, and the record industries major reluctance to not embrace Napster/P2P as a new way to distribute music.

This shows that a "free" model works for music with the right partners, but it also shows that people are willing to pay for something that they want if some part of it is for free.

Dynamic ad integration through instructional, how to, and DIY videos

Brand-integration is one model that many large and small producers look at as a feasible revenue stream for the financing of their content. DIY, how to, instructional, and general personal interest and non-fiction content all provides a very easy platform to be able to integrate brands as part of the process through a form of soft sell that does not feel like a commercial. While this has been done for awhile on many different platforms, on-line videos are becoming a sort of brand ambassador for specific products while the audience is gaining hopefully useful information.

The one area that this could get better is if a sort of exchange was set-up where content producers could pitch for the opportunity to use a specific brand in a DIY/How To/Instructional video.

The wall street of on-line ad exchanges

With a huge push that will benefit publishers over the short-term, companies like RightMedia are offering left over ad-space on ad exchange where advertisers can compete and buy ad-space on publishing networks. The exchange is tailored much like NASDAQ and has advisor's from Wall street looking to incorporate some of the fundamentals from those exchanges into the advertising ad-exchange called Adsdaq, with publishing not sold there kicked over to smaller ad-exchanges like Traffiq and AdBidCentral . Something for everyone to keep on an eye on as digital real estate becomes for a commodity as digital continues to further explode over many platforms.

Joost looks to China

Joost in an aggressive push to further its brand internationally has ventured into a business deal with TOM Group that will see it be co-branded with TOM where they will provide the technology and TOM will handle the local ad sales.

With this deal Joost is pushing the hands of other portals by making a considerable push into one of the largest media markets in the world with a group that is co-owned by politically connected billionaire Li Ka-shing.

Youth demo and their off-line pursuits.

Interesting article that showcases the growth in gaging off-line/deck transactions created by on-line media/articles/social networking pushing engaging and pushing consumers/users in a specefic direction. In this regard the sought after youth demo.

Huge growth in interactive advertising

Interactive advertising (internet, mobile, gaming) will continue to grow at a increased pace through 2012 with the biggest positive being in the demographics make-up and acceptance between 16-24 yr olds. Amongst this group we will see continued usage and acceptance of ads to deliver free content right into the groups 40's. Interesting study that shows in some ways advertising and interactive content will only increase its foothold amongst the key demographics groups that advertisers covet, and who much of the growth and margins are being made up of.

ABC IN Asia

Much has been said of companies like ABC and NBC making deals and working in other countries. ABC has been in the Japanese mobile space for years, but was slow to move forward in the U.S., but this new deal is aggressive in it is providing ABC content on-line (for now only 4 series) much like they do in the U.S., but Asian customers will get the added benefit of VOD-like services that is not fully available to U.S. customers.

The winds of change

Another great event in laying the groundwork for the future of feature length documentaries on-line. With more well funded entrepreneurs with strategic partners the future of on-line ad-sponsored cinema is starting to take shape.

4 out 5 aint bad!

Showcasing what many people have looked at and said for many years, peole are willing to sit through ads for videos that they like. What has been known for awhile in terms of peoples willingness to sit through ads to watch premium TV or film content, but this survey goes one step further and looks at if people are willing to sit through UGC content for ads as well, and only 4 out of 10 people say yes, compared with 8 out of 10 for premium. Shows that diversification is the key to maintaining and growing sites like YouTube.

Web video production dollars and branding both moving up!

Vogue has commissioned a web video series focusing on three up and coming models that is aiming to be a great example of what the future holds, if you get all the key people to the table at the same time. Coming in at around 31k per minute, and with advertisers clamoring for a spot to be a lead advertiser on the series, Vogue has moved forward with a great fashion series that has brand integration throughout but is always interesting and educational , while having the potential to move to TV effortlessly.

Greta example of what internet video has to offer if done right.

Niche market targeting.

Timely article on how many people (and companies) are using niche target marketing to their advantage.

Study Refutes Niche Theory Spawned by Web

Unique look at the future of on-line video and brand monetization.