#aop3c: Think duration, not page views for online video says MSN’s Peter Bale

In a session discussing the future of video at the the AOP Publishing Summit 2009 (also featuring BBC Worldwide, ITN On, CBS Interactive, InSkin Media) Peter Bale, executive producer for Microsoft UK said that in the next 18 months to two years we will see a shift in the way video is measured for advertising purposes.

Duration spent watching, or ‘dwell-time’ will become a much more important measure than page views, and the format of advertising itself will change – with more connection between television advertisements and online campaigns, Bale predicted.

Listen to Bale talking to Journalism.co.uk here:

“Page views at the moment are used – rightly or wrongly – as a proxy for ad impression delivery,” said Bale.

“For example, we deliver something like 10 billion page views on MSN in UK, a couple of years ago it was only five billion – and there is a vague approximation between that and ad impression – it’s become a necessary currency for us for advertisers and it does give you a sense of scale, but what it doesn’t give you is a good measure of engagement.

“It is not information that works tremendously well with a video intense site or this environment where people are trying to make more money off the web.

“Average revenue per user and dwell time are going to become much more important. It’s about time online, as opposed to pages moved through and consumed.”

It will require new advertising formats, he said. “It will become more engaging, it is going to become more easy to click on an ad in a video environment.”

In addition, television advertising will become more interactive and connected to the online offering:

“I despair at the moment at the lack of real connection to a major brand’s web campaign – it rarely gets promoted effectively on television,” said Bale. “It’s as though people are working in two completely different environments.”

• Summit coverage at this link.

• This teetstream featured choice 140-character updates from digital journalists and publishers at the event

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MSN UK signs up with PressDisplay to add newspaper e-editions to site

MSN UK will now feature its own version of PressDisplay.com, which provides an archive of digital editions of newspapers and magazines, according to a press release from earlier in the week.

PressDisplay, which is owned by newspaper distribution firm NewspaperDirect, features e-editions of titles including the Times, Guardian, Washington Post and the Australian.

The new feature on the web portal will be branded as MSN PressDisplay and will give users free access to the front page and two stories from any publication on the day of print. To access more stories and back issues, users will be required to register with PressDisplay and offered subscription offers, starting at 79p to buy a credit to view another article.

The service offers different packages for personal and corporate use including greater access to archived editions, for example, the £79.95 ‘Corporate Unlimited’ lets subscribers go back up to 60 days in the archive.

Titles can be searched by country, language or browsed alphabetically, and search preferences can be saved by individual users.

The service is compatible with iPhones, Blackberry and eReaders, the release said and also offers interactive features – such as the ability to comment on articles and share them via social networks or email.

“Together we have been able to deliver innovative features which give consumers access to a huge number of publications on the great NewspaperDirect interface. At a time when the survival of newspapers is being questioned we see this as a great outlet for newspaper content,” said Peter Bale, MSN executive producer, in the release.

MSN UK also recently launched its local news and information site MSN Local.

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Microsoft’s Photosynth as a storytelling tool

Speaking at yesterday’s Association of Online Publisher’s (AOP) editorial technologies event, Microsoft executive producer Peter Bale extolled the virtues of Photosynth as a new visual storytelling tool.

The experimental, but publicly available tool, was used by CNN in its coverage of the Obama inauguration to thread 100s of photos together. These create a scenic panorama but can also be drilled into using additional feature Deep Zoom:

Within MSN its being used five or six times a week and the team are learning more about its capabilities with each use, Bale told Journalism.co.uk.

The product is being deployed commercially e.g for motoring sections to show car interiors in high detail. MSN also used PhotoSynth to display professional and user-contributed images during the recent heavy snowfall in the UK.

“What we’d like to do a lot more of is multiple crowd-contributed pictures where you can get several hundred or thousand people contributing a picture of a similar event, stitched together in a communal panorama,” he explained.

Photosynth works in combination with Microsoft’s alternative to Flash, Silverlight, which Bale says is ideally set up to enable map mash-ups and overlaying other content onto the threaded images.

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MSN mashes blogs and entertainment maps

MSN has created two new mapping tools using content from its blogging and entertainment channels.

The SpacesVision map displays updates from bloggers on the site’s Live Spaces platform in almost real-time.

It describes itself as the latest stage in the ‘vision map genre’ following established mapping services FlickrVision and TwitterVision.

Meanwhile the Celebrity Spotter tool mashes up a feed of events with a live map to pinpoint where celebrities will be in the UK over the next four weeks.

Peter Bale, executive producer of MSN.co.uk, said the two creations were ‘just the start’ of the site’s experiments with mash ups.

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