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Media convergence presentation
Media convergence presentation
Media convergence presentation
Media convergence presentation
Media convergence presentation
Media convergence presentation
Media convergence presentation
Media convergence presentation
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Media convergence presentation

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

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