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In the above film, Zoe Fuller takes us on a tour of the various types of advertising formats that are being used and researched for Web TV. Click on the player and have a look!
Here are some of the things Zoe talks about:
The majority of TV companies make their content available online on sites like itv player, sky player, 4OD and demand five.
There are a range of ad formats, currently available or being researched, from pre and post rolls, sponsorship bumpers, Lower 3rd ads, choose your ad, in skin adverts, adjustables digital inserts to live buys
Thinkbox have researched 6 of these ad formats and consumers’ reactions to them. The take-out was extremely positive with all formats having a different but favourable response.
The research also showed that the standard ad types – pre & post rolls and sponsorship were easily recognisable and familiar and so seemed to provide reassurance and continuity in what is often an unfamiliar media landscape.
If people are watching TV online, they fully expect to see TV type ads around the content. This was particularly true for catch-uppers. In the research, people said that they wanted their online TV experience to replicate their usual broadcast TV experience and many said they wanted to see centre breaks in the programmes for this reason
Also, they were acutely aware that advertising enables them to watch the shows they like online for free. The advertisers are funding the content, so they don’t have to pay for it.
There were 3 key themes that came out about the other ad formats: impact, originality and control.
Benefits to advertisers are many and varied. Zoe explains these in the film above.
It’s time to be innovative and talk to the TV companies about your ideas.
Advertising formats on web TV
This half day event asked how on-demand TV services are affecting the way we indulge in our favourite leisure pursuit - TV viewing. The morning included the full unveiling of the latest of our major original research projects. This report, commissioned from Work Research by Thinkbox, offered fresh insight into how web-based on demand TV is developing. As households invest in broadband, Wi-Fi and laptop technology, the opportunity to consume TV online is gaining momentum. A cast of respected industry experts were on hand to unlock the hidden value of on demand.
This event took place at the Soho Hotel, London on Wednesday 28th January 2009 and asked how on demand TV services are affecting the way we indulge in our favourite leisure pursuit. If you weren’t able to come along or access our live webcast, you will be able to catch up with all the action by watching the event on demand here.