WWE broadens acceptance of Online Video
The WWE is keen to capitalise on the popularity of its premium wrestling content online, after confirming a new advertising agreement with WebTv.
New WWE ad deal capitalises on popularity of online video in the UK
June 14 2011 by Craig Nicholson
US wrestling brand WWE recently agreed a deal to make video content available to UK audiences online exclusively through WebTV, to capitalise on the lucrative advertising opportunities.
The agreement will enhance the online video content with advertising, providing access to an audience responsible for 1.5 million streams in the UK alone.
This is just one example of what internet consultants believe marks a broadening acceptance of online video as a key component of managed emarketing campaigns, from website promotion through to more direct sales advertising.
Currently, the WWE video content pre-roll features adverts for Cedar Rapids and Disney’s DVD TRON Legacy.
ABI Research forecasts published at the end of May summarised the high expectations for online video as a marketing channel, predicting that Over The Top TV (or internet TV) will generate revenues of up to $20 billion (£12 billion) by 2016.
Online video viewers are expected to grow to more than 1.3 billion over the same period, with analysts predicting that viewing will move from the PC screen to the TV screen as technology moves with the audience trend.
Commenting on the agreement with WWE, Web TV managing director Jamie Estrin explained that the premium content provided by the broadcaster was key for maximising the monetary incentives for online video advertising.
He noted: “WWE’s on-demand service enables advertisers to place their campaigns around broadcast quality content on the web and reach a highly targeted, engaged audience.
“Online video is now part of the marketing mix and with so much premium quality being consumed across the web every day, advertising monies are following these audiences.”
According to ABI Research, the big winners from this online video boom are expected to be the companies already providing premium videos.
iTunes and Hulu are the two biggest players in the online video market, each having around 15 per cent market share.
Living Streams “Improving clients’ profitability through better use of the internet”.
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