AFI BLOG: Media and Technology

WatchMojo.com

Comparing TV and web audiences really is akin to comparing apples with oranges. On TV, while cable has eaten into the networks’ market share; the fact remains, marketers can reach a high percentage of TV audiences by relying on ABC, NBC, CBS and FOX.
Online, you need to be on YouTube to reach 1 out of 3 users, but the truth is, there’s no guarantee that you will reach 1 out of even 300 YouTube users given how non-linear media consumption is on the Web: a user can land on an inside page on YouTube, watch 3 or 4 videos and then disappear from a marketers’ sight. Why? YouTube does not run ads on all pages, only those with whom it has a commercial relationships, examples being CBS or our own WatchMojo.com.

The SF Gate has a story on traditional TV companies’ attempts to move online and admittedly, to quote NBCU’s Digital head George Kliavkoff: “We’re sort of in the first inning of how some of these digital platforms will develop,” said Kliavkoff. “We still don’t know what the winning business model will be at the end.”

Some media companies are aiming for distribution (Disney), others for distribution (CBS). Some are playing both strategies: the NBC Universal-News Corp. joint venture Hulu.com (one of WatchMojo.com’s distribution partners)

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