Twice in the past few weeks I have registered on websites to view their exclusive content. In both instances, I was told via pop-up and a followup email that my request was in a queue awaiting the publisher's permission to access content. Whaaat?
The sites? Hulu + for iPad, and Flipboard for iPad.
Hulu + subscription would allow me to watch TV shows and video while connected to the internet, and Flipboard is a new magazine-style content aggregator that in addition to providing news and features scraped off other sites, also allows consolidation of Facebook and Twitter account feeds. The latter feature was the hook that I chomped on.
Both have been heavily promoted with enticing PR campaigns and I was looking forward to checking them out, so I downloaded the apps and registered.
And now I wait for the gatekeepers at Flipboard and Hulu to grant me access to the info they invited me to join to see.
Lesson for other website developers. If your site is not ready for prime time, do not tease visitors into registering until you can deliver on the promise.
Monday, July 26, 2010
Ads Online Gaining Acceptance
From our friends at the Center for Media Research, comes this post:
According to research conducted by Frank N. Magid Associates with Magid Media Futures 2010 study, half of respondents now watch online video weekly or more often, an increase from 43% in 2009. Viewers aged 18 to 24 accounted for the greatest increase in weekly online video viewership. Consumers also said they expect to watch more video online over the coming year.
Erick Hachenburg, CEO of Metacafe, says that "... the dramatic increase seen over the last year in viewership from the coveted 18 to 24 year-old demographic raises the stakes for online video ad spend... these consumers are the ‘entertainment drivers' that define pop culture and determine breakout hits in the social media world... "
Short, professional videos accounted for eight of the 10 most popular video genres, including music videos, movie previews, clips of TV shows, sports and comedy. More than 25% of consumers overwhelmingly said watching short, professional videos online is just as entertaining as watching full-length TV shows on television. Ads in online video content are also increasingly seen as equally or more acceptable than TV ads.
Attitudes Toward Online Video Ads (% of US Online Video Viewers, May 2010)
Agree That: % of Respondents
Ads in Online videos more acceptable 7%
Ads in Online videos just as acceptable as ads in TV shows 48%
Ads in Online videos less acceptable 24%
Not sure 22%
Source: Magid Associates, "Media Futures," June 2010
Mike Vorhaus, President of Magid Advisors, said "... the findings represent an important shift in behaviors and attitudes over last year... professionally produced short-form content preferred by the majority of respondents further solidifies this entertainment genre... "
The research for trends and insights into consumer behavior, and response to online video content and advertising, yields these key findings:
• Half of Internet users now watch online video weekly or more frequently, up from 43% in 2009
• Viewers aged 18 to24 have the most voracious appetite for online video, with 85% of males and 68% of females now watching online video weekly
• Time spent watching online video is expected to grow by 5% over the next 12 months
• Three out of four respondents watch some type of short professionally produced videos online regularly, with the highest percentage among 18 to34 year-olds (83% of males and 75% of females)
• Short professional online videos rival TV shows in entertainment value, with 31% of respondents finding them equally or more entertaining than watching full-length TV shows on a television
• 63% of online video viewers regularly watch music videos, movie previews, clips of TV shows, sports content or video game content
Millennials, the biggest fans of online video, were also the most comfortable with the ads. Nearly a fifth of men ages 18 to 24 thought online video ads were more acceptable than TV ads; 10% of women the same age agreed. Older users tended to view the two as equivalent.
Younger viewers may feel so positively toward online video ads because they realize how few there are in comparison to television commercials. Two-thirds of cross-platform TV viewers told comScore in December 2009 that watching online was better because there were fewer ads, but the same study indicated users would tolerate more interruptions.
According to research conducted by Frank N. Magid Associates with Magid Media Futures 2010 study, half of respondents now watch online video weekly or more often, an increase from 43% in 2009. Viewers aged 18 to 24 accounted for the greatest increase in weekly online video viewership. Consumers also said they expect to watch more video online over the coming year.
Erick Hachenburg, CEO of Metacafe, says that "... the dramatic increase seen over the last year in viewership from the coveted 18 to 24 year-old demographic raises the stakes for online video ad spend... these consumers are the ‘entertainment drivers' that define pop culture and determine breakout hits in the social media world... "
Short, professional videos accounted for eight of the 10 most popular video genres, including music videos, movie previews, clips of TV shows, sports and comedy. More than 25% of consumers overwhelmingly said watching short, professional videos online is just as entertaining as watching full-length TV shows on television. Ads in online video content are also increasingly seen as equally or more acceptable than TV ads.
Attitudes Toward Online Video Ads (% of US Online Video Viewers, May 2010)
Agree That: % of Respondents
Ads in Online videos more acceptable 7%
Ads in Online videos just as acceptable as ads in TV shows 48%
Ads in Online videos less acceptable 24%
Not sure 22%
Source: Magid Associates, "Media Futures," June 2010
Mike Vorhaus, President of Magid Advisors, said "... the findings represent an important shift in behaviors and attitudes over last year... professionally produced short-form content preferred by the majority of respondents further solidifies this entertainment genre... "
The research for trends and insights into consumer behavior, and response to online video content and advertising, yields these key findings:
• Half of Internet users now watch online video weekly or more frequently, up from 43% in 2009
• Viewers aged 18 to24 have the most voracious appetite for online video, with 85% of males and 68% of females now watching online video weekly
• Time spent watching online video is expected to grow by 5% over the next 12 months
• Three out of four respondents watch some type of short professionally produced videos online regularly, with the highest percentage among 18 to34 year-olds (83% of males and 75% of females)
• Short professional online videos rival TV shows in entertainment value, with 31% of respondents finding them equally or more entertaining than watching full-length TV shows on a television
• 63% of online video viewers regularly watch music videos, movie previews, clips of TV shows, sports content or video game content
Millennials, the biggest fans of online video, were also the most comfortable with the ads. Nearly a fifth of men ages 18 to 24 thought online video ads were more acceptable than TV ads; 10% of women the same age agreed. Older users tended to view the two as equivalent.
Younger viewers may feel so positively toward online video ads because they realize how few there are in comparison to television commercials. Two-thirds of cross-platform TV viewers told comScore in December 2009 that watching online was better because there were fewer ads, but the same study indicated users would tolerate more interruptions.
Subscribe to:
Posts (Atom)
Posts
