AD:TECH - Broadband Video Explored As Replacement For Television's :30
Monday's first Media Matters Session, Leveraging Interactive and Broadcast and Aggregating TV Audiences Online was led by moderator Matt Wasserlauf, President and CEO of Broadband Enterprises. The panel included ESPN Motion Director and General Manager Ed Davis, CNET Networks VP Business Development Chas Edwards and AtomShockwave CEO Mika Salmi.
The theme of the panel rested with broadband's ability to deliver television quality video over the web. CNET's Edwards said research has shown that television-style ads viewed online are far less annoying than the same ads viewed on television. He cited Yankelovich research stating 64 percent of consumers are "pummeled" by ads and 77 percent of TiVo users skip commercials yielding an "opt-out culture." which calls for the more opt-nature of the web. Edwards reviewed CNET's Instream ads and how the site has plans to replace most of its images with video.
AtomShockwave's Salmi jumped in and explained his AtomFilms and Shockwave offerings which he described as "pre-roll" and claims use of these technologies has delivered click throughs from nine to eleven percent.
ESPN Motion's Davis said his company (as did Salmi's) decided to design ESPN Motion as a downloadable, rather than streaming, application to insure the quality of video delivery and so that the company can better manage resources by controlling the download process. Davis hinted at a soon to be released "send to a friend" feature which will allow ESPN Motion users to forward videos to those that do not yet have ESPN Motion installed.
None of the three speakers did a great job at tying their technologies back to advertiser's needs. Sure there were some examples but other than the knowledge that television commercials can now be placed on the web, not much else was offered.