Alert Blog Reviews

This is one of those subjects that I can say that my personal experience actually mirrors what the rest of the market is apparently seeing. Oftentimes that’s not the case since I can be somewhat of a contrarian in my views and habits. Apparently much of initial push back against ads attached to video, in particular pre-roll, is starting to give way to some level of acceptance. While I am still not thrilled with it, I do tolerate it much more these days especially when an advertiser actually gets that 10-15 seconds is not nearly as annoying as 30 seconds. The NY Times reports that news sites are finding more and more success with their online video offerings as ways to increase ad revenue. The impact is even being felt beyond the delivery of news. Beyond news sites, video is now the fastest-growing segment of the Internet advertising market. Digital video amounted to $477 million in revenue in the first half of 2009, up 38 percent from the same time period in 2008, according to the Interactive Advertising Bureau. I have wondered over time as to just how much video ‘regular’ people ingest and if there is room for growth. I am certainly not a ‘power consumer’ of video but I am finding myself watching more online offerings. I still avoid the ‘stupid human tricks’ side of the online video experience. In fact, any ads attached to that kind of offering will fall flat with someone like myself but I am just one point of view. What’s interesting is that the online news experience is starting to look more and more like one medium it is supposedly challenging: television. News Web sites are starting to look a lot less like newspapers and a lot more like television. CNN.com and ESPN.com are featuring video much more prominently on their home pages, often prompting visitors to press play before they begin to read. Even The Wall Street Journal has moved its video player front and center with a twice-a-day live newscast on WSJ.com. The shift is likely a natural progression since there seems to be more news than ever. Of course, we have the same number of events that are newsworthy it’s just that the ability to now see more is exponentially increased. “Every watershed event leaves video more popular than before,” said Charles W. Tillinghast, the president of MSNBC.com, a joint venture between NBC Universal and Microsoft. So as the consumer becomes more accepting and the advertisers actually pay attention to what consumers will tolerate the combination of the two is starting to become a real player in the online advertising space. One drawback will be the cost to produce this content will keep competition down but the big guys actually like that idea. “It actually works really well,” said Brian Quinn, the vice president and general manager of digital ad sales for The Journal’s digital network. A 15-second pre-roll “followed by two to five minutes of high-quality content is a fair-value exchange,” Mr. Quinn said. Analysts say they expect the flow of online advertising dollars to video to continue. The research firm eMarketer projects 35 to 45 percent growth for the segment for each of the next five years, topping out at $5.2 billion in 2014. (Even then, it would hardly rival search advertising, which is projected to be a $16 billion business.) So as this option for marketers grows there will be the usual growing pains. Among those is people starting to confuse an event with actual news and then rushing to produce more noise and junk so an ad can be slapped on it. At that point, it will be up to the consumer to “Just say no!” so the healthy balance between news and commerce can be reached as quickly and painlessly as possible. How do you feel about ads attached to any video you would like to watch? Is it more acceptable depending upon the venue? Do you make exceptions abot your reactions to ads depending on what you are trying to find?

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Online Ads Attached to Video Working Well

It’s been a little while since we have drug the already weather beaten newspaper industry back into the spotlight with regard to its desperate need to generate new life. In what appears to be one of the success stories of this new era of content delivery, the Wall Street Journal is stepping up its efforts in this arena. Already one of the premier providers of a paid online version of the paper there is now the introduction of the Professional Edition according to a report from Reuters . The Wall Street Journal, ever on the hunt for new ways to please its readers and new ways to make money (and what, we ask, is wrong with that?), will launch a new, pricier version this November. Called “The Wall Street Journal Professional Edition,” it is designed for business readers who want more than what the daily newspaper and website provide on their own. Essentially, it is the Journal’s daily offering, with reports from Dow Jones Newswires and a reservoir of news and information from Factiva, the news archive that Dow Jones owns — and a bunch more stuff. That ‘stuff’ includes a lot of information that would not be of use to someone like me but to it is to a supposedly large group of business types that need more than just the paper but less than having a full service offering from Bloomberg or another provider. Some of the information includes Information from more than 17,000 global sources, some of which are not available to the public. A one-year archive of Factiva’s global business sources and a two-year archive of wsj.com content. More than 30 industry pages, managed by Dow Jones editors Six industry sections managed by Journal editors who select news and information for readers on pharmaceuticals, healthcare, energy, media and marketing, telecommunications and technology. Personalized homepages and news alerts for when things break. So what’s the cost? It’s $49 per month (you can get the current regular edition for around $9 per month depending on the deal you can find). Too rich for my blood but I also don’t require the level of information it offers. This makes sense to me. It is the slicing and dicing of information to fit a particular niche market. Ideally, this is one of the greatest benefits of the Internet. It would be ridiculous to put together a print edition that tried to address this group because the physical limitations wouldn’t make it much different than the regular paper. When companies try to repackage their regular offerings with an extra bell or whistle here and there then have the gall to call it ‘bigger and better’ that’s when you get screwed. We are now in a time where there needs to be a significant improvement or much deeper offering to merit any cost at all. This approach in the business sector will work because information wins the day. Will it work in the entertainment magazine or local newspaper market? Not likely. So there will be models moving forward that make sense to pay for. Of course, it doesn’t hurt that an audience like the WSJ’s can afford it either. Are you seeing any other pay for content models that make sense out there? If so let us know. Are there any publications that could do the same as the WSJ? Think about it. We would love to hear your thoughts.

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Wall Street Journal Ventures Further Into Paid Content World