[SNIP] from Bloomberg:
For the first time, TV shows like "The Simpsons" and "CSI" are commanding higher advertising rates at sites like Hulu.com and TV.com than they are on prime-time TV, Bloomberg reports. Marketers are willing to pay more at these sites because their audiences represent committed users who are actively seeking out shows. Also, because there are fewer commercials, consumers are twice as likely to recall Web ads, says David Poltrack, CBS's chief research officer.
"The reason people are paying such a high premium for these ads on the Internet is they do have a captive audience," Poltrack says. "You know you have eyes on the screen." However, the challenge for the networks remains that while Web viewing and ad sales are increasing, revenues are still too small to replace traditional sources. For example, even CBS's successful Web cast of the NCAA basketball tournament drew 7.52 million unique visitors, compared to 17.6 million viewers for its television broadcast.
Marketers typically pay between $20 and $40 per thousand viewers for a prime-time ad.
----------------------------------------------------------------
What in the world does this have to do with the outdoor industry? I'll tell you. We all take our lead from what is occuring today across the major outlets and then plan ahead for when it trickles down. The key point to gather from the above is that brands are recognizing the importance of reaching "committed users" who are actively seeking out content. The same holds true for the outdoor space.
If the average internet users spends 28.8 minutes online ( June 09 Comscore Media Metrix) and you can find an area where your customers are spending 4:31 minutes each day, then esentially you have locked down 15% mind share with them.
Think about it. Out of a whole day, how much mind share are you getting for your brand from magazines and TV while your customers are at work?
