Online Video: Primetime Rules Don’t Apply

Internet video-viewing patterns are dramatically different from traditional TV-watching patterns and require a different approach to advertising and a new model for measuring video engagement online, according to a study conducted by Interpret LLC.

The study—which was commissioned by Yahoo, Havas Digital, Warner Bros. Media Research, and PHD—found that online video viewing patterns are more spread out during the day than TV patterns and online video is more likely to be shared with others. It also suggested that online videos are watched during work and school time.

Little Sign Of Relief For Marketing Budgets, Agencies

Marketers continue to be under heavy pressure to reduce costs, and agencies are feeling the squeeze even more than a year ago, confirms the latest recession-driven trends survey conducted by the Association of National Advertisers (ANA).

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This time, 87% of respondents indicated that they are focused on cost savings and spending reductions—the same percentage as a year ago, and only a small improvement over the 93% who reported this focus six months ago.

Cost-reduction measures being employed have remained consistent. In the latest survey, 81% reported that they are reducing department travel and expenses; 74% that they are reducing advertising media budgets, 71% that they are challenging agencies to reduce internal expenses and/or identify cost reductions; and 64% that they are reducing advertising production budgets.

Broadband Stimulus Plan Has No Map for Success

The federal government is spending $7.2 billion over the next year to bring better broadband to the masses, a lofty goal by any measure. But the feds are making it loftier than it needs to be in that it has no idea where people without broadband live—which is like planning targeted radiation therapy for a cancer without knowing where the cancer is.

There’s an entire 100-plus-page document noting the rules around who can apply for grants and how those grant applications will be judged. The grant recipients will be judged primarily on whether or not they plan to provide broadband to people who don’t have any. There’s even $350 million set aside to help the government determine who those people are, but there’s no way it will figure that out by Friday—which is when the first round of broadband grant applications are due.

GM Launches eBay Motors Microsite For California Consumers

General Motors is launching its own eBay Motors microsite for California consumers to shop Buick, Chevrolet, GMC and Pontiac vehicles. The promotion is also the first from an automaker that takes consumers all the way from research to online purchase. The effort, at GM.eBay.com, launches Tuesday and stays live until September 8. The Detroit automaker says its 250 California dealers were asked to “opt-in” to participate in the program by August 4th; 225 of them are participating, and determine what prices to offer on new-vehicle inventory.

The program allows consumers to negotiate, compare prices between participating dealerships, and ask questions—just like on a regular eBay site, but without the bidding. Like eBay, consumers have a “Buy It Now” option, as well as a “Best Offer” alternative where they can indicate the price they are willing to pay and negotiate online with the dealer for the vehicle.