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Article

Title: Oh, No, Not Web Video Again!

Author: Smith, Steve Article Type: Product Analysis
Source: eContent, v28 n7 p21(1) Publication Date: Jul 2005
  ISSN: 0162-4105
URL of Publication: http://www.econtent.com

A less than optimistic discussion of a renewed Web video trend concludes that Web video is consumed and distributed differently from TV, and we dont even know what all those ways are yet. Surely, we need to be more innovative in crafting ad models appropriate to the medium and how people find and use it. AOL is talking about a Web 2.0, where viewers get more multimedia online than from TV. However, many investment and competing vendors may all be seeking few ad dollars. Described examples include TVGuide Spot, CNN.com, MSNBC.com, and Scripps Nets, which will deploy broadband video stream channels for HGTV.com and DIYnetwork.com. Among interested advertisers are GMC and LendingTree.com. Some industry estimates can predict only about $200 million of in-stream ad buys in the near term, which is a scant resource when underwriting full-functioned broadband programming and original productions. Also to be addressed are viewer loyalty issues and how it translates to ad effectiveness. Its hard to believe that viewers will sit through repurposed TV spots to get one or two minutes of video. A successful model, including that of VideoSense, has been a low-budget, closely targeted video offering that seeks enthusiast audiences.

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