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BizReport : Advertising : May 06, 2008
ABC.com crams more ads into online videos
Not content with slipping in one ad per long-form online video, ABC.com are going to insert more to test the reaction of viewers.
No solid research exists to prove that ad quantity affects viewer opinion, said ABC.com, and so they’re about to test it for themselves. Before long, some long-form online videos on ABC.com’s broadband player will contain more than one ad.
"It would be premature for us to say people only want one ad," said Albert Cheng, executive vice president of digital media at Disney-ABC Television Group. "It's a likely sort of thinking, but we want to push it a little bit to see how it would go."
The current practice is one advertiser per ad, with one ad per online video, and that has been a major selling point for the medium. But it seems ABC.com are seeing dollar signs and want to squeeze out more revenue from their online video offerings.
Cheng is philosophical about the test and said that if the results found that consumers didn’t want more ads interrupting their online viewing then DATC wouldn’t pursue that strategy.
Tags: online advertising, online video
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