Tag Archives: aop 2009

#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.”

#aop3c: Reuters’ Project Insider: ‘narrowcasting’ in beta

Chris Cramer, global editor for multimedia at Reuters, dropped a new project into a speech at the AOP Publishing Summit 2009 that welcomed social media as the ‘first resort’ in newsgathering.

The development in question is Project Insider, he outlined in the next session, and will see clients provided with specifically targeted content via PDAs.

It’s narrowcasting, not broadcasting, Cramer said.

Currently in beta for selected clients, it delivers live financial markets coverage, analysis and breaking news through a web-based TV service.

Users are able to tag specific points in videos to share with others, and can engage with producers to invite them ask questions of an interviewee, he said.

“It doesn’t attempt to replicate what’s already in the marketplace,” Cramer said, adding that ‘at this moment in time, it’s unique’.

And – he was speaking in a social media session – it is ‘driven on the basis of social media. There is a sub-strata in there which is social media’.

“It’s about the financial professional who wants to know smart data now before their competitors,” he said.

More to follow from the summit throughout the day: in the meantime, follow this tweet stream featuring choice 140ch updates by digital journalists and publishers at the event.

#aop3c: eHow.com users earning entire living from ‘How-To’ site

Demand Media’s eHow.com is allowing ‘power users’ to make their entire living by writing for the site, Shawn Colo, co-founder and head of M&A, Demand Media told delegates at the AOP Publishing Summit 2009.

With 50 million unique users a month, and ‘just shy’ of  one million articles published, some of the site’s contributors are earning ‘tens of thousands of dollars’ per year, via its ‘writer compensation programme’.

The site, which provides instructional solutions for users – anything from how to remove a red wine stain to dealing with computer software problems – was bought by Demand Media in 2006, but really expanded in 2008: “We knew it was critical to have a killer application,” said Colo.

Richard Rosenblatt started up Demand Media in 2006 with US $320 million in investor funding. Its family now also includes LIVESTRONG.COM, Trails.com, GolfLink.com, Cracked.com, Mania.com, Pluck Enterprise, Pluck on Demand, and eNom.

More to follow from the summit throughout the day: in the meantime, follow this tweet stream featuring choice 140ch updates by digital journalists and publishers at the event.