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MarketingVOX: The Walt Disney Company has come to an agreement with local ABC television affiliates to add local advertisements to the network's online shows.
Episodes of ABC series such as Desperate Housewives and Lost can be viewed with an ad-supported broadband video player that Disney will make available for download later this month, Reuters reports. The player,which won't allow commercial-skipping, can be inserted on affiliates' websites. ABC will allow affiliates to sell one ad spot per episode. Stations will be allowed to keep any revenue generated from the spots.
This move should relieve affiliate's fears that ABC's online offerings would cut into viewership and remove advertising opportunities. A two-month trial run with the video player this summer resulted in viewer recall of the interactive ads during online episodes at twice the rate of broadcast episodes.
Also, ABC has moved away from standard CPM pricing to a flat rate for ads that will be included in the seven shows the network will stream this fall on ABC.com. Currently, advertisers can simply buy a spot on the online streams, but in the future the streams will be packaged with spots on the network and other properties, MediaPost writes (via MediaBuyerPlanner).
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