It's time to finally address the elephant in the room. I've been writing for several years about the power of online video -- specifically the catalytic effect of online TV shows -- to change consumer behavior and the TV consumption model. Then this recession got in the way.
We're busily examining the ways that this will effect everything we cover, whether devices, services and consumer sentiment. But one specific area I want to collect evidence on is the question of online video advertising. For the last year, the rise in spending has been tremendous. The rise of Hulu.com as a destination site as well as a video syndicator plus while a few minor things like YouTube finally tinkering with a viable (read: harder to litigate against) ad model and the rise of Hulu+CBS aggregators like TV.com or Fancast have meant a flood of new inventory, most of it premium.
But when an economy gets as bad as this one, the only thing more predictable than US Democrats trying to insert protectionist trade policies into a stimulus bill is that advertisers will cut ad spend across the board. This excellent and gritty piece from Broadcasting & Cable yesterday discusses the expected bloodbath in the US broadcast upfronts later this year. That has to affect online video ad spend, simply because a lot of online TV show sponsorship is presold in upfront bundles each year (think Sprint + Heroes).
I want to share with you the link to my recent Forrester Research Webinar called Why Convenience is King. This free webinar is the kind of thing we usually reserve for clients only, but it's a big idea and we're eager to share it with the world. It includes a very detailed description of our Convenience Quotient methodology, something that is getting great traction among our clients and will form the backbone of much of our research for the next few years -- starting with media devices since that's what I cover, as well as other consumer technology products (hence this post on this blog). Yet many of my colleagues in financial services, retail, automotive, and even healthcare are working to apply the method to their own research areas. Should create a very fertile field of research. To stay on top of it, click through to the free replay of the Webinar.
Why Convenience Is King - creating winning product strategies
On demand Forrester Webinar available. Original air date: Jan 29, 2009.
To successfully launch or revamp products or services, you must keep convenience high. Achieving high levels of convenience requires offering compelling benefits while reducing barriers to consumer use. Principal Analyst James McQuivey explains how to identify the specific improvements required to increase the benefits or decrease the barriers that stand in the way of consumers. James covers:
- Why Convenience is King
- How the Convenience Quotient can guide your strategy
- What Forrester can do to increase your CQ