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Summary:

Disney-ABC Television Group plans to test viewer reaction to the presence of multiple commercials within long-form online videos on its ABC.…

Disney-ABC Television Group plans to test viewer reaction to the presence of multiple commercials within long-form online videos on its ABC.com streaming media player, THR reports. It’s fairly standard for videos sites like Hulu to run only one marketer/one commercial between breaks in full-length streaming episode. Albert Cheng, EVP, digital media at DATG, concedes that viewer tolerance might not extend beyond the one-ad-per-pod model for online video, but he also feels that given the nascent stage of the format, it’s premature to accept this rule as set in stone.

Raising CPMs: On average, the major TV networks charge about $25 CPMs, with $40 CPMs commanded by highly rated shows. Most video sites are in line with those figures, though the larger sites tend to command much higher prices by dint of the greater target viewers. By offering a series of ads, ABC.com hopes it can take advantage of that and wrest more revenues out of its online videos. ABC.com has been particularly aggressive in trying out different paths from CBS (NYSE: CBS) and NBC over the past two years. It initially resisted syndication when its rivals quickly embraced that distribution model, though ABC.com eventually switched gears on that front. Still, ABC.com was the first of the major TV nets to run full-length episodes online, starting with shows like Grey’s Anatomy and Lost

Better targeted ads: The key to pulling off this gambit depends on marketers being able to create ads better suited to the internet, Cheng tells THR. That means not running repackaged TV spots. ABC research claims that it found significantly higher responsiveness to spots that had an interactive component, like casual gaming. In the end, if the research says that multiple ads don’t work, Cheng promises that ABC.com will readily abandon the strategy.

  1. Charles Holland Monday, August 11, 2008

    I will no longer watch or allow funds from my efforts to
    support any company using abc TV.

    charles

    Jim Neugent is a coach in Childress , Texas .

    Jim writes:
    My name is Jim Neugent. I wrote to ABC (on-line) concerning a program called 'THE PRACTICE.' In last nights episode, one of the lawyer ' s mothers decided she is gay and wanted her son to go to court and help her get a marriage license so she could marry her ' partner. ' I sent the following letter to ABC yesterday and really did not expect a reply, but I did get one.

    My original message was:

    ABC is obsessed with the subject of homosexuality. I will no longer watch any of your attempts to convince the world that homosexuality is OK. ' THE PRACTICE ' can be a fairly good show , but last night ' s program was so typical of your agenda. You picked the ' dufus ' of the office to be the one who was against the idea of his mother being gay, and made him look like a whiner because he had convictions. This type of mentality calls people like me a 'gay basher.' Read the first chapter of Romans (that 's in the Bible) and see what the apostle Paul had to say about it…. He, God and Jesus were all ' gay bashers ' . What if she 'd fallen in love with her cocker spaniel? Is that an alternative life style? (By the way, the Bible speaks against that, too.)
    –Jim Neugent

    Here is ABC ' s reply from the ABC on-line webmaster:< SPAN style="FONT-SIZE: 10pt; COLOR: black; FONT-FAMILY: Arial">

    How about getting your nose out of the Bible (which is ONLY a book of stories compiled by MANY different writers hundreds of years ago) and read the declaration of independence (what our nation is built on), where it says 'All Men are Created equal,' and try treating them that way for a change!
    Or better yet, try thinking for yourself and stop using an archaic book of stories as your lame crutch for your existence. You are in the minority in this country, and your boycott will not affect us at ABC or our freedom of statement.

    Jim Neugent ' s second response ! to ABC: Thanks for your reply. From your harsh reply, evidently I hit a nerve. I will share it with all with whom I come in contact. Hopefully, the Arkansas Democrat Newspaper will include it in one of their columns and I will be praying for you.
    – -Jim Neugent- – – – – – – – – – – – – – – – – – – – – – – – – – – –
    Note: Wouldn ' t Satan just love it if people stopped using the Bible for a crutch? Please resend this to everyone in your mailbox.

    — Thanks, Jim Neugent

    I wonder if the person from ABC considered how many people would read this e-mail! This is one we should definitely should be passed on.

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