Thanks, TIVO! Love, Web
Years ago, video marketers feared online, thinking that putting an Internet user in charge of what he or she chooses to watch would inevitably render TV commercials unseen. Then came TIVO, followed by statistics that showed the overwhelming majority of homes with DVR’s rarely watch commercials (except during major events like the Super Bowl ).
Ironically, forcing longform video viewers to watch full commercials with no ability to skip or fast forward through them has become the norm ONLINE! And a new ComScore study shows that online viewers would tolerate far more ads than they are currently getting, so expect the commercial load to far more approximate the TV of old: http://www.mediaweek.com/mw/content_display/news/digital-downloads/metrics/e3i00b1beed6923d49aefc5be9ca1b4f80c
Will a mainstream application emerge to allow users to somehow zap online pre-roll and interstitial ads? Or will some Gator-like spyware appear which will allow advertisers to hijack others’ online video commercials with their own, striking fear in the heart of online video marketers?
Perhaps…but in the absence of such technology, online video has fast become a MORE interruptive and effective medium than television! And few would have predicted that!