ABC wants people to close the YouTube tab on their laptop or the app on their iPads and turn on the television set. In an ad on the site that appeared to run for just a few hours Thursday evening, ESPN personalities Bill Simmons and Jalen Rose reminded people checking out YouTube that there was a playoff basketball game happening on ABC.
'Seriously, you're watching corny YouTube clips when you could be watching championship basketball?' Rose said in the ad.
Graphics in the ad noted that the San Antonia Spurs led the Miami Heat two games to one, while a bug in the corner blared 'Live Now' above the ABC and Watch ESPN logos.
It was a unique and unusual ad for YouTube, not least because it encouraged people to watch something else. It also however was timely in a way few ads anywhere are. The ad, which encouraged people to watch the game, likely only ran for the three or so hours the N.B.A. playoff game aired on ABC. For web video in general, timely ads have been a sticking point for advertisers. Movie studios have long loved to buy ads on TV, snatching up spots on Wednesdays, Thursdays and Fridays before a film is released.
The ABC YouTube ad shows that the Google-owned video service is just as capable of delivering timely ads as TV is-maybe even moreso, given the granularity of the hours in which the ad ran.
The ad is also a sign that Disney, which owns ABC and ESPN, and recently bought Maker Studios for $500 million, is well aware of YouTube's enormous reach. While in all probability more people at 9 p.m. last night were watching the N.B.A. Finals than were tooling around YouTube, Disney knew that those people on YouTube were looking for something to watch. They may as well try and push them to the TV set.
The exact size of the buy is unclear, but Capital spotted it twice in about 10 minutes while watching YouTube videos last night around 9 p.m.
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