Online Video Gets Better Ad Recall

ABC has been streaming some shows as part of it's "leap" into providing content online.

The interesting thing that paidcontent.org found out is that the ad recall rate is up to 86%, roughly double that of standard TV.

There are stats missing as the article points out... visitors, uniques... and the ad system is different as it's one sponsor with much shorter ad breaks (which I've been a fan of for online content for awhile, especially the shorter breaks). If you make the break short enough, people will deal with it and watch, and then you also prevent people from having time to get up and totally ignore your message.

My personal opinion is that advertising on online multimedia content can go gangbusters, and create a whole new way for salespeople to make money for content providers. There also is alot of opportunity for small & medium players, as well as print publications, to move into the digital space.

The key to success, I believe, is going to be "niche" and "value." Make your material targeted at a specific audience so that you can get more money for less spots, using the argument of prime placement.

The shotgun approach works for network TV. For IPTV and Audio, it's all about laser-focus.

So Steady, Aim.... Fire!