{"id":188,"date":"2008-05-06T11:57:51","date_gmt":"2008-05-06T19:57:51","guid":{"rendered":"http:\/\/fwdlabs.com\/blog\/?p=188"},"modified":"2016-05-16T19:04:16","modified_gmt":"2016-05-17T02:04:16","slug":"abc-online-ads-multiply","status":"publish","type":"post","link":"https:\/\/fwdlabs.com\/blog\/abc-online-ads-multiply\/","title":{"rendered":"ABC Online Ads Multiply"},"content":{"rendered":"<div class=\"imageframe imgalignright\" style=\"width:320px;\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/fwdlabs.com\/blog\/wp-content\/uploads\/abc-online-ads.jpg\" alt=\"abc-online-ads\" width=\"320\" height=\"240\" class=\"attachment wp-att-189\" \/><\/p>\n<div class=\"imagecaption\">ABC.com&#8217;s online full episode player<\/div>\n<\/div>\n<p>Circulated today in the world of digital ad sales, an internal memo notified rival networks that a circle has been broken. Last Friday, ABC announced that it will &#8220;break from industry standard of single-sponsor online pods and test ad breaks with multiple commercials.&#8221; Currently, breaks usually include one :15 or :30 commercial.<\/p>\n<p>Their experiment affects online video streams of full-episode content, including shows like &#8220;Lost,&#8221; &#8220;Desparate Housewives&#8221; and &#8220;Ugly Betty.&#8221; The memo also notes that &#8220;ABC was one of first broadcasters to offer episodes online and its viewers average 47.5 minutes on the site, more than 3x as long as any other broadcaster.&#8221;<\/p>\n<p>Albert Cheng, executive VP digital media at Disney ABC Television Group (DATG), <span class=\"removed_link\" title=\"http:\/\/www.hollywoodreporter.com\/hr\/content_display\/news\/e3i9fd76a66aebe6d4cc28117dda301355d\">told The Hollywood Reporter<\/span> that &#8220;[i]t would be premature for us to say people only want one ad. It&#8217;s a likely sort of thinking, but we want to push it a little bit to see how it would go. &#8230; If research shows that users don&#8217;t want more ads per break, Disney won&#8217;t pursue that strategy.&#8221;<\/p>\n<p>It&#8217;s unclear how this model will work but this is a testiment to the TV industry&#8217;s commitment to providing its content online and transfer its business model for a digital world.<\/p>\n<p>Will everyone follow suit? Why is ABC ahead with visitor trends of time on their site? How soon until new Internet is like old TV?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>ABC.com&#8217;s online full episode player Circulated today in the world of digital ad sales, an internal memo notified rival networks that a circle has been broken. Last Friday, ABC announced that it will &#8220;break from industry standard of single-sponsor online pods and test ad breaks with multiple commercials.&#8221; Currently, breaks usually include one :15 or [&hellip;]<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-188","post","type-post","status-publish","format-standard","hentry","category-web"],"_links":{"self":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/188","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/comments?post=188"}],"version-history":[{"count":1,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/188\/revisions"}],"predecessor-version":[{"id":6291,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/188\/revisions\/6291"}],"wp:attachment":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/media?parent=188"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/categories?post=188"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/tags?post=188"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}