Potential Game Changer: CW Says Study ‘Dispels Myth’ About Aversion to Ads in Online Video

Oct 25, 2010  •  Post A Comment

"Turning the long-held tenet about web video on its head, the CW network has discovered that online fans of "Vampire Diaries," "Gossip Girl" and other fare in September watched fully 95% of the commercials that accompanied the streaming of the show to completion — and 97% of them to their midpoint. And this is after the CW started this season to run nearly as many ads online as it does on TV."

So reports our good friend Brian Steinberg in Advertising Age.

Says influential buyer Rino Scanzoni, the chief investmanet officer of media agency giant Group M, "I do think this will generate a change in the business model. Up until this point in time, there was this pushback issue about acceptance of commercial messages" online.

Scanzoni added, according to the article, "Clearly people are willing to accept advertising as they do on television in exchange for content."

Steinberg adds, "Not everyone will agree that online viewers are ready for more ads. At Hulu, for instance, running fewer ads still holds sway. ‘Our experience has shown that a lighter ad load is a better experience for users and much more effective for advertisers,’ said a spokeswoman for Hulu, which is owned by NBC Universal, News Corp and Walt Disney."

To read the entire article, click here.


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