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More Mainstream Media Do Social

I’ll just have to assume that these announcements aren’t April Fools jokes.

The Washington Post launched a reader loyalty program for subscribers to earn points by reading stories online. Earn enough points and you can get gift certificates, travel and more. The points can also be earned in the real world with a keychain used at participating companies like CVS.

Steve Hills, president of Washington Post Co., says that you can earn their PostPoints as well as retailer’s own incentive programs when shopping at participating companies, and credit card incentive programs when paying for those purchases, effectively “triple dipping.” The effort to get more customers reading will probably be better received than USA Today’s change, since it’s far less dramatic. (via)

Yet Another Reason to Do Online Video

Now that we’ve established that you can use the exact same commercial is more effective online than on TV, we should also point out how much more effective video is than static advertising, even online.

A DoubleClick (they’re for sale, folks!) study released this week that states that Internet users itneract more with video ad than they do image ads.

Here are the hard numbers:

Online video ads experience click-through rates ranging from 0.4 percent to 0.74 percent depending on the online video format. By comparison, the click-through rate for plain GIF or JPG image ads ranges between 0.1 and 0.2 percent, based on DoubleClick data.

The study’s conclusions include:

  • A healthy portion of exposed audiences interact with video ads (8%)

AOL’s Advertising.com Will Manage Ads for YouTube Rival

We have some news and then a big ‘ole mess to bring to your attention.

First, the news. AOL has announced that it’s Advertising.com unit would manage advertising sold on the new online video site being built by NBC and News Corp.

Ok, now the mess.

  1. Google owns 5% of AOL, yet AOL is involved in what might be Google’s biggest video competitor.
  2. Will Advertising.com now exclude the management of video campaigns outside of this new venture? I’m sure Lightningcast will still want to work with video sites other than this new venture.
  3. What happened to News Corp’s Fox Interactive Media? They just acquired Strategic Data Corp to provide ads to MySpace, why didn’t they use the same outfit for the new video site?

The First Video Ad for Joost

Remember when video site Joost stormed on to the scene, when it snagged the Viacom distribution deal out from under YouTube?

In case you’re still not sure what Joost is all about, they’ve created their own TV commercial.

Oh the irony of using YouTube to share a Joost commercial. ;-)

Via Adverblog.

The Right Way to Do Video Ads

We’ve long been told that to appeal to an online audience, traditional advertisers must change the way that they create their video ads. But studies say . . . no. A study by Millward Brown now indicates that the online video audience receives the same 30 second video ad spot quite similarly to offline viewers—nay, better than their offline counterparts.

eMarketer reports:

Web spots increased the viewer attention rate by 53%, awareness by 52%, consideration by 27% and favorability by 26%. Prompted recall of brand advertising was four times higher for Web viewers.

68% of the online viewers retained information from the ad breaks, as opposed to 59% of the offline viewers. Analysts cite various reasons, not the least of which is the tendency to get up and walk away during TV commercials.

Google Video on Demand Coming to Your TV?

Nothing creates more speculation on Google’s next products, than spying on their open job vacancies.

Digit Online is doing just that and, based upon what they’re seeing, makes some (not so) far-fetched predictions on Google’s television ambitions.

“The Google VOD experience is something that they could easily convince Comcast or Time Warner or Cox or insert cable provider here that that’s something they want to do,” [James McQuivey of Forrester] says.

Of course, we’ve seen this type of speculation many times before.

Unlimited Yahoo Mail and Mobile YouTube Coming

A couple of quick announcements for you.

  1. As of May, every Yahoo Mail user will have unlimited email storage. Will they still delete your account if you don’t sign in for 3 months?
  2. Meanwhile, YouTube will launch a mobile version of its web site in June.