Advertising, Too, Was Finding Its Way, and Consumers Were Open to Just About Anything
20110207-SUPP-WP--0001,0002,0003,0004,0005,0006,0007,0008,0009,0010,0011,0012,0013,0014,0015,0016,0017,0018,0019,0020,0021,0022 WHITE PAPER The Economics of Online Video 2011 Online video and TV content are set to converge on a range of platforms, from Hulu to Google TV, while players like AOL step up original web video production. What will dominate:angry fruit and cute cats or broadcast and cable shows? Here’s a look at the contenders for consumers’ attention and marketers’ad dollars. 20110207-SUPP-WP--0001,0002,0003,0004,0005,0006,0007,0008,0009,0010,0011,0012,0013,0014,0015,0016,0017,0018,0019,0020,0021,0022 WHITE PAPER THE ECONOMICS OF ONLINE VIDEO 2011 Introduction online video, depending on who you ask, is content that nearly CHART 1 everyone is watching these days—or only a few “in the margins.” The difference of opinion reflects the range of video content being MOST-WATCHED CONTENT BY CATEGORY created, what qualifies and counts as a view and an ongoing evolu- tion of the metrics to sort it out. With so many companies with a % of online adults who say they watch each type of video, stake in the future of online video, opinions are nearly visceral. by year We’re certainly a long way from the quaint days of Mom, Dad, ■ 2009 ■ 2007 Bobby and Sue sitting around the TV set after supper to watch the three broadcast networks. Today, not only do many homes have Comedy or 50 humorous videos multiple TVs—30.9% of households own four or more sets, 31 Nielsen reported in its September 2010 State of the Media report— 43 but now other screens must be factored in as well.
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