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BizReport : Viral Marketing : April 15, 2008
Major destination to provide original programming
As the trend of online video viewing has caught on, most television networks have decided to stream at least some of their programming online. The problem is that video viewers don't want the "same old" programming in their online viewing. Studies have shown that online television viewers prefer original content, which has left the networks scrambling - and online publishers reaping the rewards.
Several online destination websites have begun producing their own original programming. Though the programming is, in many cases, short viewers continue to log on to watch the original content while skipping over the streaming content offered by the major networks.
SheKnows.com, a major destination point for women, is the latest to offer daily, unique programming for online video viewers. The "Daily Dish" show is set in a talk-show format, offering women advice and information on subjects important to them. Each segment is between 3 and 5 minutes in length. SheKnows.com and iVillage.com are the only female-oriented destination points that offer original video content.
By offering original content, the content sites can better engage the audience. By having an engaged audience, sites can better assure advertisers that that the content and ads served in the video platform will actually be seen and interacted with.
Tags: online advertising, video ads, video content
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