Media Convergence

Online Videos

Lisa Kennedy

COMM 404

Introduction

Article “Searching for Life on hulu” Article “Searching for Life on hulu”

Online Video and Media ConvergenceOnline Video and Media Convergence

Online Video vs. Other Media SourcesOnline Video vs. Other Media Sources

Benefits to AdvertisersBenefits to Advertisers

Lessons LearnedLessons Learned

Media Convergence Future for Online VideoMedia Convergence Future for Online Video

Article: Searching for Life on hulu

Chose this article because of my interest in Chose this article because of my interest in online video sites.online video sites.

Provided greater understanding from ad Provided greater understanding from ad agencies perspective of online video agencies perspective of online video advertising. advertising.

Gained knowledge of successes and lessons Gained knowledge of successes and lessons learned from online video company learned from online video company experiences.experiences.

Online Video and Media Convergence

See Hulu – See Hulu – Hulu Super Bowl ad

First to pair high quality video contact with First to pair high quality video contact with advertisements advertisements

YouTube leads in traffic and brand recognition but YouTube leads in traffic and brand recognition but Hulu leads in converting traffic into ad dollars.Hulu leads in converting traffic into ad dollars.

Initiatives to retarget their usersInitiatives to retarget their users

Use cookies to monitor user’s browsing historyUse cookies to monitor user’s browsing history

Online Video Vs Other Media

Advertisers Unsure of New MarketAdvertisers Unsure of New Market

Somewhere between Internet and broadcast model Somewhere between Internet and broadcast model

Media agencies are set up to purchase advertising Media agencies are set up to purchase advertising based on scale buys and consumers use of its based on scale buys and consumers use of its content content

TV fits with their model; online video doesn’tTV fits with their model; online video doesn’t

Online video is sold on the basis of audience and Online video is sold on the basis of audience and behavior and it is hard to tell consumers use of behavior and it is hard to tell consumers use of content content

Benefits to Advertisers

Build database of consumersBuild database of consumers

Knowing audience and behavior attractive to Knowing audience and behavior attractive to advertisersadvertisers

Offering premium videosOffering premium videos

Viewers receive high brand recall and Viewers receive high brand recall and purchase intentpurchase intent

Media Convergence Lessons Learned

Offered free software from third party to Offered free software from third party to stream video through TV or large monitorstream video through TV or large monitor

Featured article in The New York Times Featured article in The New York Times displayed Hulu’s logo on a TV monitor displayed Hulu’s logo on a TV monitor

Angered users because they are competing against Angered users because they are competing against subscription cablesubscription cable

Media Convergence Future

Belief that eventually won’t be a great divide Belief that eventually won’t be a great divide between what occurs in digital space and the between what occurs in digital space and the broadcast space.broadcast space.

Will possibly serve advertisers “set-top-box” Will possibly serve advertisers “set-top-box” similar to digital today. Could be five to ten similar to digital today. Could be five to ten years out.years out.

Offer back-end ad server with demographics on Offer back-end ad server with demographics on a household level.a household level.