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  • 1. Media Convergence Online Videos Lisa Kennedy COMM 404
  • 2. 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
  • 3. 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.
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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.