Are we seeing the changes?
Ray Allegrezza, Editor in Chief -- Furniture Today, January 27, 2008
Last week, HBO made news by announcing a pilot program that will allow its digital cable customers to watch movies, documentaries and some of its popular programming online.
The new service, called HBO on Broadband, will let users in two test markets, Green Bay and Milwaukee, Wis., download some 400 hours of programming, including "The Sopranos" and "Sex & the City" at no additional charge.
My read on this is that HBO realized a shift is taking place among their customers. They got the fact that consumers of all ages are saying, "I want online video," and younger consumers in particular are saying, "I want to watch movies on my computer."
Armed with that knowledge, HBO had two options: The easiest would have been to ignore the change because it was outside their existing box. The other option, the more challenging, was to embrace the change and turn what could have been a threat to their business model into an opportunity.
Hats off to HBO for not only seeing the big picture, but for responding to it.
But what about us? Are we even getting the fact that the picture is changing? And if we are, how will we respond?
Consumers still need furniture. That much has not changed. What has changed, however, is where they are going to get their information about that furniture.
Recently, Burst Media, a Massachusetts-based provider of advertising, services and technology for Web publishers, conducted an online survey that determined that close to 60% of some 2,600 Web users view online video content at least once a week.
The study also determined that respondents who are between the ages of 18 and 24 are the most tolerant of ads, with more than 57% saying they will watch ads in online videos. Some 35% of that group also said they actually pay more attention to in-stream video ads than they do to traditional commercials.
This may be the perfect time for you to rethink your advertising strategy and in the process, give your customers what they want.
Get the picture?
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