CLIP: 2005年10月アーカイブ

Google has a rich stock of topics for conversation about the advertising business!
It was on my mind.
In America , Google will join in the major advertising market which is unimaginable in Japan.

[Google], already dabbling in print ads, recently confirmed that it's "mulling" ways to extend its ad-brokering system to television spots as well.

Traditional media companies have learned never to underestimate Google, but television and ad execs say the complicated, research- driven model of selling TV time will be tough - if not impossible - to crack.

"We are always considering new ways to extend Google's ...

参考:Pod TV

メディアエンジン(元麻布3)は10月18日、世界初のiPod向けVideoCast専門テレビ局として「PodTV」を開局すると発表した。同局では最大100チャンネルを目標に、すべての番組を無料で配信、視聴者は先ごろApple社から発表された「iTunes6」と動画対応の「第5世代iPod」を使って利用する。どの番組も、広告モデルで運営。携帯電話を利用した配信と比較して、数段高品位な映像・音声で配信可能で、番組の長さの制限もなく、パケット代も必要ないことが特徴。当初はユーザーニーズが多い情報・ニュース番組の配信からスタートし、徐々に専門性のある番組を増やしていく予定で、第1弾として、毎朝トレンド・ニュース情報を紹介する番組「朝トレ on PodTV」をスタート。「今日の予定」「新商品」「街の話題」「各種ランキング」「占い」などの情報を発信していく。同社では、10月19日と20日に東京国際フォーラムで開かれる「東京コンテンツマーケット2005」に出展し、詳細を発表する。


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面白いのは、"Your Brain"、"Satellite Photos of People Spying on You"、"Your Future"、"Co-workers"等が検索できる。




Klipmart: Users Stop Web Ads After 21 Seconds by Wendy Davis, Wednesday, Oct 5, 2005 6:00 AM EST
CONSUMERS TEND TO WAIT ABOUT 21 seconds before shutting off 30-second online ads, according to new data released by Klipmart Corporation Tuesday.

The online video services company examined about half a billion 30-second video ad impressions that ran on around 200 Web sites in the first six months of this year. The ads all ran in banner units, and most of them played automatically when users opened the page, said Aimee L. Pamintuan, the company's research director. On average, visitors waited around 21 seconds before either leaving the page, hitting the stop button, or closing the ad, Pamintuan said. "People are attuning to about 70 percent of the 30-second video," she said. The relatively long play, she said, indicates that the 30-second TV spot "can be repurposed for the online format, and be successful."

But there's a wrinkle in the research: Because the display pages had content other than just the ad, it's not clear that visitors actually watched the ad for the entire time it was playing. Nonetheless, Pamintuan said, the research provides at least as much insight as television advertising research that examines, for instance, whether a set is turned on--as opposed to whether viewers actually paid attention to the show.

"We're following along the same lines as broadcast advertising research--where we're saying, okay, it reached this many people," she said.

Klipmart found that ads promoting DVDs or other videos were viewed for the longest amount of time--22.51 seconds on average--while those touting financial services were viewed for an average of just 19.14 seconds. Other entertainment-related ads to draw viewers for longer than average were for music--22.12 seconds--and movies--21.45 seconds.

Ads in the technology vertical--including ads for Internet service providers and wireless carriers--were watched for the second-longest amount of time--22.2 seconds. Such ads frequently included enhanced formats--such as user-initiated expanded picture--which, Pamintuan said, tends to correlate with longer viewing. "Across the board, what we're finding is that when we're using enhanced features, it will enhance the view rate."

Other verticals studied by Klipmart include travel (21.32 seconds); consumer, including consumer packaged goods and retail (21.22 seconds); automotive (21.08 seconds); gaming (20.58 seconds); and television (20.08 seconds).


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前のアーカイブはCLIP: 2005年9月です。

次のアーカイブはCLIP: 2005年11月です。