That's according Anne Sweeney, president of Disney-ABC Television Group. "The one constant, the one thing that never changes is the demand and the need for great content," she said here yesterday.
|Photo: Art Beaulieu|
Anne Sweeney: Consumers will accept ads for free content.
Related Conference Coverage:
A Modest Forecast for 2008 National Ad Spending
But Bear Stearns Analyst Has More-Depressing Assessment for Local Markets
Digitas' Kenny: Give Media Shops More Input in CreativeVerklin Keeps Media Panelists on Their Toes
4A's Talk Adds to Growing Debate Over Who Should Run Things
Aegis Americas Chief Intent on Showing Depth of Fragmentation
After listing some of the ways Disney-ABC is adapting its content to digital, through mobile episodes and video on demand, for instance, Ms. Sweeney made a case for the success of the company's online video offerings.
Online TV audience
People watched 140 million ad-supported episodes last year on ABC.com's prime-time player, she said, and in the first 18 weeks of the new fall schedule, people watched more 124 million episodes, a 178% increase from same period last year.
And it's not just ABC.com they are watching. According to a recent study by Solutions Research Group, 80 million people go online to watch TV shows, and 20% make it a weekly habit.
"This generation has a voracious appetite for entertainment, and they are more than happy to accept advertising to get it all for free," she said.
Ms. Sweeney also noted the high ad recall among ABC.com viewers, who remember online video spots about 87% of the time.
The digital rules
She then gave a list of guidelines for negotiating the digital landscape. The first rule: Consumers come first. Marketers have to pay attention to what consumers want from their online experiences and what they are doing when they get there, so they can make advertising more relevant.
"Ad formats matter," Ms. Sweeney said, noting that trivia questions and multiple-choice ads frequently are more successful than repurposed TV commercials.
With consumers bombarded by thousands of messages each day, creativity is critical, Ms. Sweeney said. "We need to be more creative than ever to break though and stand out."
The last guideline: Marketers, agencies and media companies must be committed to change. "We can't rely on old models or follow old rules," she said. "The choice in the digital age isn't whether to adapt, it's whether to evolve or perish."