The Network Shiny Metal Object
Friday, March 7, 2008 at 02:08PM An article off iMedia has NBC talking about something I found thought-provoking:
Advertising in programs streamed online has a better rate of recall and is preferred by users to similar ads served on TV, according to new research from NBC.
The study surveyed users of NBC Rewind, a web-based platform that lets people watch NBC shows online. According to the study, which polled about 5,000 users, ads streamed online were perceived as being less disruptive. Ads with interactive elements tended to deliver a higher rate of brand recall
I think it's fascinating to watch the way the networks have been marching towards integration. NBC (full disclosure: They're a client of Operative), has been very lucid in the considered, GE way they've found and acted upon new formats, new content types and new advertising models.
However, it seems that across the network board, there's a new urgency towards being able to port their content to any format, to the extent where they actually are finally beginning to ding broadcast advertising efficacy with their new super-duper online datasets. Watching from the sidelines, this is certainly a healthy change for those of us in online but 
seems strangely at odds with a renewed focus on integration.
It seems highly likely that the 5000 people viewing Rewind were young, online-literate and open to new forms of viewing media. If I allow myself to get pass the obvious survey bias, I still find myself at a loss to explain why this is something that NBC thought was entirely positive. Sure, their clients are now happier about their online buy, but is this something you want to talk about when pushing integrated campaigns and the surround-sound effect of the dual-screen (if not the triple)?
Reader Comments (1)
This is a great article, supplies the useful information for me, thanks in this
pressure relief valve|forged Steel valve|butterfly valves|dustbin