sumer confidence levels and lowered economic growth projections — the demand
for scatter may not be as strong this year,
which will create more opportunities for
DRTV in the months ahead. We are very
optimistic for our ability to serve our clients in this area in the upcoming season.
I continue to feel that online video’s impact has been massively overplayed — in
part because it suffers the same problem
as all online marketing: People have to
be driven to your Internet assets to view
them. It hasn’t been profitable to create
an online video then use TV advertis-
Our agency takes maximum advantage of technology as it
relates to our media management software. Technology has
also had a substantial effect on our business as we continue
to develop new ways to purchase, analyze and report media
campaigns across multiple platforms.
— Mike Medico, E&M Advertising
helps to create consumer trust and ultimately results in more transactions. Research shows that more than 60 percent
of DRTV viewers go online to learn more
about a product or service before ordering.
The boom in online video is happening
because “Videoactive” Web sites (using
video intensively on formerly text-heavy
Web pages) educate consumers, entertain
them and give them an opportunity to
opt-in to additional information.
What are the biggest effects the growth
of online video is having on the DR
marketplace?
Garnett: A little, not much, and none.
ing to drive people to view the video
— might as well just put it on-air to make
it even more convenient for consumers.
Hawthorne: We’ve found online video
Orsmond: British demand for online
video sites has shot up during the past
year, according to a new report written
by research firm Hitwise, by 41 percent.
You Tube is the most popular destination, followed by the BBC iPlayer and
Google Video. U.K. traffic to iPlayer has
increased by 152 percent during the past
12 months. U.K. traffic to video sites has
increased 37-fold, and if you include sites
with video content, as well as dedicated
