February 10th, 2008
TV On The Web Becoming Broadly Popular
OK, watching television shows on the web finally appears to be “mainstreaming.” 80 million Americans – 43% of the online U.S population – have watched one of their favorite shows on the Web, and this is up from 25% only one year ago.
It’s a sign of real experimentation that HBO is airing all episodes of their new show, In Treatment, for free online here. I’m sure there was a great deal of discussion about whether this move would anger paying subscribers, but a 5-night-a-week show can be a tough sell (who has the time, and not everyone TIVOs…) so this is clearly a move to generate viewing and word of mouth among existing subs and to potentially win new viewers. PBS is also boosting its presence on the web, adding exclusive online-only material to its YouTube channel and posting other (sometimes longer-form) content on its website to reach younger viewers.
SUPER BOWL XLII ADS AND MARKETABILITY
Super Bowl XLII may be all but a distant memory right now but viewers are still reliving the ads – on MySpace, Hulu, YouTube and AOL Sports, just to name a few.
Here are a some interesting tidbits:
– 70% of advertisers bought keywords related to their names, a 20% increase over last year’s game.
– 6% (6%!!) of the marketers’ commercials asked viewers to visit their websites, a decrease of nearly two-thirds from the 2007 game.
– Of the ads that displayed a website URL, only 12% used a voiceover to create a call to action.
And if I’m going to talk about Super Bowl marketability, it’d be hard to ignore GoDaddy. With its pre-game claims that Fox had rejected this ad, GoDaddy broadcast a tamer version featuring Danica Patrick and no more taste than they exhibited last year. However, GoDaddy is in a highly competitive space, its prices are cheap and the service is good: and by the end of the following day, 2 million visitors had gone to the site, vs. only 500,000 last year. It’s hard to argue with that.
Most of the post-game debate focused on whether or not the most-loved ads would produce sales. To leverage the ads completely, an advertiser must manage across both TV and Web not just during the game, but after. At a very basic level, please make the ad easy to find once the game has ended. Better yet, make a post-game viewing experience flow seamlessly into the sales process or, at least, put the ad closeby! E*Trade is doing a great job at this (see its home page here as of Feb 10). Luckily this gives the Mojo an excuse to highlight its favorite ads, the E*Trade baby spots. And hey, clowns ARE creepy!
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