With the lack of monetization options for online video, the question arises — does broadband programming matter.
The short answer — yes, it does. Why? Because the consumer expects it.
Film and television have been developed by studios for decades — and their feedback ultimately comes on the day a film premieres or when a TV pilot airs. However, with the web, feedback is nearly instant. If something is not working on a particular site, you can see statistics and numbers. You can also conduct surveys or simply ask your viewer what’s working and what’s not working.
Broadband programming has a large potential — not only for producers, but for advertisers as well.
For producers:
- Producers can test out a concept before investing heavily.
- Producers can distribute their own content without needing significant backing.
- Producers can create more than just a show — they can create a brand on the web — by creating complimentary products, etc.
For advertisers:
- Engage the viewer with their product. If you’re AT&T and want to reach a mobile-savvy audience, there’s a show for that.
- Increase click-throughs. Need to integrate a product in a video? Tools such as Veeple allow you to do just that. If you’re Avon and want people to click and buy a product, there’s a show for that.
- Enhance call-to-actions. While TV still gives the best exposure, web offers enhanced interactivity. If your TV ad wants a viewer to order a free sample, that process is easier on the web. If you’re Gillette and want to send out samples to people, there’s a show to that.
So, yes, broadband programming does matter. It’s not the most feasible today, but the potential is tremendous.
