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    Media convergence presentation Media convergence presentation Presentation Transcript

    • Media Convergence Online Videos Lisa Kennedy COMM 404
    • Introduction
      • Article “Searching for Life on hulu”
      • Online Video and Media Convergence
      • Online Video vs. Other Media Sources
      • Benefits to Advertisers
      • Lessons Learned
      • Media Convergence Future for Online Video
    • Article: Searching for Life on hulu
      • Chose this article because of my interest in online video sites.
      • Provided greater understanding from ad agencies perspective of online video advertising.
      • Gained knowledge of successes and lessons learned from online video company experiences.
    • Online Video and Media Convergence
      • See Hulu – Hulu Super Bowl ad
      • First to pair high quality video contact with advertisements
      • YouTube leads in traffic and brand recognition but Hulu leads in converting traffic into ad dollars.
      • Initiatives to retarget their users
        • Use cookies to monitor user’s browsing history
    • Online Video Vs Other Media
      • Advertisers Unsure of New Market
        • Somewhere between Internet and broadcast model
        • Media agencies are set up to purchase advertising based on scale buys and consumers use of its content
          • TV fits with their model; online video doesn’t
        • Online video is sold on the basis of audience and behavior and it is hard to tell consumers use of content
    • Benefits to Advertisers
      • Build database of consumers
      • Knowing audience and behavior attractive to advertisers
      • Offering premium videos
      • Viewers receive high brand recall and purchase intent
    • Media Convergence Lessons Learned
      • Offered free software from third party to stream video through TV or large monitor
      • Featured article in The New York Times displayed Hulu’s logo on a TV monitor
          • Angered users because they are competing against subscription cable
    • Media Convergence Future
      • Belief that eventually won’t be a great divide between what occurs in digital space and the broadcast space.
      • Will possibly serve advertisers “set-top-box” similar to digital today. Could be five to ten years out.
        • Offer back-end ad server with demographics on a household level.