Monday, January 07, 2008

when to find web viewers? think brown bag

If you're posting video on the Web--especially if you do so frequently--you'll find a dedicated audience at lunchtime, according to this New York Times article. Major networks are scheduling video clips in the hours spanning 12 noon in several time zones (often funny ones, to take advantage of the lunchtime break mindset) and advertisers and marketers see this as an important new way to focus on buyers, the article says:
From an advertiser’s perspective, the Web is a more flexible medium than television, because technology makes it easy to monitor people’s behavior and adjust programming accordingly. Better still, marketers have found that consumers are up to 30 percent more likely to make a purchase after viewing an advertisement at lunchtime than at other times of the day.

“Not only is advertising volume and Internet use increasing during the 10 a.m. to 1 p.m. time period, but people are actually buying and purchasing and reacting to advertising,” said Young-Bean Song, vice president for analytics at Atlas Solutions, a unit of Microsoft that helps companies with digital marketing campaigns.
Posting with consistency and frequency--just as with blogging--also helps draw regular viewers. So if you're going to upload videos, plan ahead to create a series and build on the demand for, er, lunchable video.

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