Networks Plan “Full Load” of Ads in Online Programs

By on 03/03/2010 12:42 PM @daisywhitney

SAN FRANCISCO – Networks including CBS are considering moving toward a full ad load online, in a move that could potentially usher significant dollars into online video, but also turn off users who are accustomed to seeing only a handful of ads on Web TV.

“You can get video quality at 1080p so there is no difference between what you can see on your TV and what you can see on your PC,” said Anthony Soohoo, senior VP and general manager for CBS Interactive during the Beet.TV Online Video Roundtable here last week.

“If it is just about video, users have been trained and have accepted that the TV ad load does work and it is a great way to monetize.”

Plus, C3 ratings from Nielsen are demonstrating that viewers are watching TV and commercials in their shows on their DVRs. C3 ratings measure commercial ratings plus three days of DVR playback and they will soon be able to include online viewership, said Karin Gilford, senior VP of Fancast, a unit of Comcast.

Daisy Whitney, Senior Producer

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