Exploding TV: The web works

ABC’s experiment with streaming shows online worked. Ad Age says tomorrow:

ABC’s streaming-video experiment earlier this year on ABC.com will become a real offering in October, according to Anne Sweeney, Disney Co. co-chair-media networks and president of Disney-ABC TV. The network said the experiment was a success for advertisers given that research showed users had 87% recall of the advertisers involved. (Average recall of advertising on TV is about 24%.) Each program that was streamed was supported by a single advertiser.

That’s an amazing ad story. Linear TV should kiss its ass goodbye.

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  • Off the cuff, this sounds extremely impressive. I will be sure to check out the details in tomorrow’s Ad Age article release.

  • Interesting in and of itself, but will this be replicated across larger numbers and over time, i.e were these viewers particularly zealous and will we learn to filter out advertising as our viewing habits develop?

    Will the audiences sizes be large enough to be of significance and were they talking about genuine recall or the far more bogus concept of prompted recall?

  • Yeah, it seems to be success and I hope the new way of braodcasting TV will move to online globally. But there are a couple of things that need to be highlighted: first of all, this is normal that new media (as the new attractive products) attracts more attention, plus there were a lot of buzz around this ‘experiement’. Of course the low clutter here is undeniable, what can lead to increased recall. But this is still linear TV, as viewers are forced to watch the program flow in linear way, they are not able to skip ads. And the last thing that bothers me, what on earth means 87% recall?? 87% viewers remembered ads/advertisers, and so what?! Does it mean they have a positive image of product? Does it mean they like product? Does it mean they go and buy a product or service. I think this is very shallow to draw the conclusions based on the recall figures. I used to work with brands who had recall around 90% and the worst image you could imagine. In todays changing world with the new knowledge we have about consumers mind, it is ridiculous to claim the success based on advertising recall figures. They say as nothing and in fact lead us nowhere. As far as I am concerned, we are in the era of engagement.

  • I think that you might have missed an important point regarding ABC’s online streaming: As with User Generated Content, the writers, directors and actors–the content creators –are being dramaticaly reduced/eliminated from participating in the revenue from ABC’s online streaming. Digital downloading–streaming– promises to be highly profitable for the studios and advertisers, but do to the lack of existing agreements between the studios and the Writers Guild of America, Directors Guild of America, and Screen Actors Guild, the creative talent’s participation will be in less than 20% of the revenue generated from online-streaming. Sure streaming is a success–for everyone but the content creators, who– as usual– will not share in the revenue.

  • Jan

    Lots of content creators are going off the MSM grid as a result of what Brooke Wharton so astutely calls to our attention. That, and the fact that if you’re creating material specifically for the web, you can say & do anything you darned well please.

    Off-the-grid creatives are doing better each day at making livings creating video content for web subscription.

    We don’t need no stinking middle-men distributors any more. Yee-haw.

    Niche? You bet. Pinpoint, laser-accurate delivery of an authentic pitch for your product.

    But the product had better be good. And it had better be on target. And your spokesperson best really dig it.

    Audience bullshit meters have been honed in the blogosphere.

    The vlogosphere with its powerful motion pictures, sound, editing, etc., will hone consumer bullshit meters further.

    This audience learning curve will take some time, but the results, the results will blow old strategies out of the water.

    It’s the emotional content that is carried in motion pictures that makes it the ultimate communication tool – right next to having an intimate dinner together.

    When are the advertisers gonna get on board with the thin end of the long tail?

    What the vlogosphere needs is a talent agency or two to match vloggers with advertisers.

    I leave Tuesday August 1 on an extended road trip through the vlogosphere for example. Gonna land at Scoble’s Montana hideout for an Off-the-Grid Geek campout August 6-9, then on to Vloggercue in St. Louis.

    Some GPS maker might give me a device and it becomes an integral part of the journey.

    What automobile will my subscribers see? The cute little PT cruiser? Let’s say Chrysler paid for the Road Node 101 logo to be stencilled on the car, why, I might just feature the PT Cruiser more. And I love my little PT. Yes, I do.

    Coleman might get in on this too since I’ll be camping some.

    Figure that’s worth $3K a pop given the eyes that will see what I’m up to.

    Hook me up. I’ll give ya 20%.

    Three phone calls at 30 minutes for $1800 makes your hourly wage $3600/hour.

  • Lots of talk about user-generated online video content. Understand the importance in that it signals a shift and that it’s arguably a new entertainment phenomenon (but wait, isn’t this just a democratized America’s Home Videos?).

    More interesting to me is when PROFESSIONALLY-MADE content is going to start using the Internet to disintermediate the studio oligopolies.

    Goes back to Brooke’s point about content creators (writers, directors and actors)being squeezed out as the studios go online. Down the line, I hope it’ll go the other way — instead of being forced to distribute your film or tv show via studios (or hope to get pick up by a studio at a film fest), filmmakers will be able to go directly to

    A very number of companies are starting to do this now, offering high-quality content distribution with DRM that viewers can watch in DVD and HD quality, either on their PC or hooked up to their TV. Checkout Dovetail TV, a startup that does DVD and HD quality internet video; they split all revenues 50-50 with the filmmaker. No studios.

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