[opendtv] News: MediaVest Moves Multi-Millions Out of Broadcast TV Company ties with Hulu instead
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
- Date: Tue, 6 Oct 2009 07:56:44 -0400
http://www.broadcastingcable.com/article/356745-MediaVest_Moves_Multi_Millions_Out_of_Broadcast_TV.php?nid=2228&source=title&rid=5250536
MediaVest Moves Multi-Millions Out of Broadcast TV
Company ties with Hulu instead
By Claire Atkinson -- Broadcasting & Cable, 10/5/2009 11:24:56 AM
In a move that is sure to have ripple effects around the business,
media agency MediaVest USA said Monday it had moved substantial
broadcast dollars to online video play Hulu. The deal is for multiple
MediaVest clients, while none are named specifically the agency
represents WalMart, Procter & Gamble and Coca-Cola Co.
In a statement today, the agency explained that the multi-million
upfront deal was made to enhance client understanding of demographic
targeting online. In a dig at the current state of online
measurement, the statement read that the deal looks to provide
improved accountability compared to traditional online video metrics
and move the industry closer to cross-platform buying and delivery.
Measurement of online video is currently plagued by confusion with
multiple services providing widely varying metrics and in some cases
companies are simply doing deals based on their own unverified online
data.
MediaVest is part of the Coalition for Innovative Media Measurement,
a group aimed at moving the business towards a single source of cross
platform measurement.
The agreement is sure to shock TV sales executives across the board,
since many were banking on money showing up in the scatter market
that agencies had held out of the upfront market. Though at least for
News Corp., NBC Universal and Disney the ad dollars stay in-house.
The three are part-owners in Hulu along with Providence Equity. CBS
Corp. owns a separate online video service, TV.com.
Smarter targeting, expanded metrics, and the opportunity to test new
ad experiences and their effectiveness-these are all critical
ingredients for unlocking the full potential of online video and key
drivers of this partnership, says Amanda Richman, executive V.P./
managing director, digital, MediaVest USA.
The deal could help Hulu catch Google's YouTube in revenue, if not in
traffic. In April, Screen Digest analyst Arash Amel forecast Hulu's
revenue would land at between $120 million and $180 million in 2009.
According to ComScore statistics for online video viewing in August,
Hulu ranks number four in videos viewed. Google ranks number one with
10 billion videos viewed and a 40% market share. Microsoft came in
second with 547 million views, Viacom had 539 million while Hulu had
488 million.
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