Ad-supported online video platforms, such as Google’s YouTube, AOL and others, aim to target some of the advertising money currently being put towards cable television channels as digital media companies believe they have competitive audience numbers.
Online video’s strategy is made possible by major players, including YouTube, now being able to sell ad inventory using TV-like Nielsen data which allows them better communication with advertisers and marketers. Nielsen is a company which provides clients with a complete understanding of consumer and media behaviour.
Colleen Whitney, Digitas’ Media Director for North American video said: “You are absolutely seeing them sell aggressively against cable more than ever before.’ She continued, saying that digital platforms are creating packages of content centred on genres like comedy and Whitney then supported the argument that these platforms reach more of a certain demographic than Comedy Central.
There seem to be advantages to both mediums and while buying advertising time on cable channels is more affordable than on online video outlets, media buyers say web platforms are able to offer more fluidity. There is also a question as to whether online platforms have enough quality content to please advertisers as television networks often have an offering of high profile programs.
Jason Krebs, Head of Sales at Maker Studios, which represents thousands of YouTube creators concluded: “Where the numbers match up well, you’ll absolutely see the web against cable. But it’s a case by case thing. To say video is just video no matter what screen you’re on is just an easy thing to say. I don’t yet see a dramatic change.’
