As everyone in the Internet advertising world looks to draw up some standards for the fast growing online video category, NBC Universal has taken a lead step by announcing it will limit its pre-roll spots, those spots airing before the actual content streams, to 15 seconds or less. This is part symbolic and part pragmatic. First, I think it is symbolic as online video looks to differentiate from television. More practically speaking, there has been substantial feedback, the majority of which has been negative from Internet users regarding pre-roll spots, thus, limiting them to a very bearable 15 seconds makes a lot of sense. I wonder if this is a watershed moment where everyone else will soon follow NBCU's policy, much the same way everyone in the television business followed ABC's push of the power and influence of the 18-49 year old ratings in the 70's and 80's.
I think the setting is just so the network would be able to practice effective video advertising in order to maximize all the resources in this category. The network must have done an extensive study of its audience to have gone with a tactical move like this. The shorter air time would appeal to the younger generation who want to maximize their time in the net.
Posted by: Rose Ector | February 15, 2012 at 12:17 PM