3 ms·

I think it's odd when online television shows have the same advertisement at every commercial break.

by sekou 16y ago

DilipJ 16y ago
Repetition is the best way to get the message into the heads of viewers. For example, if I asked you about a specific ad that ran on "60 Minutes" on CBS tonight (assuming you watched it), you might have trouble recollecting it since it was but one of many. But if it was on Hulu, which repeats the same ad over and over at each break, it would probably stick in your head longer.
- SilianRail 16y ago
  Do you have evidence to support this?
  - derefr 16y ago
    I have metric anecdotes (that is, anecdotal remembered knowledge that, at some point in the past, I read about people who collected lots of data, analyzed it, and found a correlation.) I don't know whether that counts as an anecdote, as data, or somewhere in-between, though.
  - bdickason 16y ago
    He's correct that repetition does drive things into our memory. This is the whole idea behind 'behavioral advertising' (google it for full explanation). The theory: If a user has visited Amazon.com and browsed Digital Cameras lately, I'm going to drop a cookie and pass that to my ad server so that whenever he goes to Dictionary.com, I can show him an Amazon.com Digital Camera ad. It's quite effective (has worked on me before).
- bdickason 16y ago
  This actually has nothing to do with repetition. It's a case of inventory. There is a 'chicken and the egg' scenario in online advertising where you can't sell ads if you don't have enough 'inventory' (aka ad impressions) and you can't pay for marketing to bring more viewers/content without $$$ from ads. So what happens is Hulu goes out and sells a few advertisers $100,000 in pre-roll ads. The advertiser is used to paying $15 per pre-roll so the Hulu sales people build some crazy equation based off of those two variables (sometimes they'll add in things like 'value adds' which are basically custom stuff that the ad agencies refuse to pay for) and come up with an impression goal. You read that right, the # of impressions per campaign is solely based on the price of the unit and the amount of the ad buy. It's left to the Adops division to see if they can actually FILL that order. Generally, you'll find that companies like Hulu oversell their inventory between 25-50%. They either underdeliver, hope for some big Digg's or other traffic spikes, or cheat by outsourcing the impressions to other networks. You can tell when Hulu or someone else REALLY fucked up when you see the same ad over and over again for a few days.
Vivtek 16y ago
It's even worse to watch the same 15-second ad for every 90-second video. It's like watching the last half-hour of a movie on broadcast TV in the 70's, only more so.
ojbyrne 16y ago
Its funny because I thought the same thing today watching "real" TV. This internet thing, it spoils us.

I think it's odd when online television shows have the same advertisement at every commercial break.

by sekou 16y ago

I think it's odd when online television shows have the same advertisement at every commercial break.

Repetition is the best way to get the message into the heads of viewers. For example, if I asked you about a specific ad that ran on "60 Minutes" on CBS tonight (assuming you watched it), you might have trouble recollecting it since it was but one of many. But if it was on Hulu, which repeats the same ad over and over at each break, it would probably stick in your head longer.

SilianRail 16y ago
Do you have evidence to support this?
- derefr 16y ago
  I have metric anecdotes (that is, anecdotal remembered knowledge that, at some point in the past, I read about people who collected lots of data, analyzed it, and found a correlation.) I don't know whether that counts as an anecdote, as data, or somewhere in-between, though.
- bdickason 16y ago
  He's correct that repetition does drive things into our memory. This is the whole idea behind 'behavioral advertising' (google it for full explanation). The theory: If a user has visited Amazon.com and browsed Digital Cameras lately, I'm going to drop a cookie and pass that to my ad server so that whenever he goes to Dictionary.com, I can show him an Amazon.com Digital Camera ad. It's quite effective (has worked on me before).
bdickason 16y ago
This actually has nothing to do with repetition. It's a case of inventory. There is a 'chicken and the egg' scenario in online advertising where you can't sell ads if you don't have enough 'inventory' (aka ad impressions) and you can't pay for marketing to bring more viewers/content without $$$ from ads. So what happens is Hulu goes out and sells a few advertisers $100,000 in pre-roll ads. The advertiser is used to paying $15 per pre-roll so the Hulu sales people build some crazy equation based off of those two variables (sometimes they'll add in things like 'value adds' which are basically custom stuff that the ad agencies refuse to pay for) and come up with an impression goal. You read that right, the # of impressions per campaign is solely based on the price of the unit and the amount of the ad buy. It's left to the Adops division to see if they can actually FILL that order. Generally, you'll find that companies like Hulu oversell their inventory between 25-50%. They either underdeliver, hope for some big Digg's or other traffic spikes, or cheat by outsourcing the impressions to other networks. You can tell when Hulu or someone else REALLY fucked up when you see the same ad over and over again for a few days.

Vivtek 16y ago

It's even worse to watch the same 15-second ad for every 90-second video. It's like watching the last half-hour of a movie on broadcast TV in the 70's, only more so.

ojbyrne 16y ago

Its funny because I thought the same thing today watching "real" TV. This internet thing, it spoils us.