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Zuschauer entscheiden selbst über Werbung - Nikolai A. Behr - Medienblog
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Zuschauer entscheiden selbst über Werbung

By 2009/11/12Medien

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Das Videoportal YouTube startet einen gewagten Usability-Test: ab sofort können die Zuschauer der Seite Pre-Roll-Werbeclips per Mausklick überspringen und so direkt zum Anfang des eigentlichen Videos gelangen. Derzeit beschränkt sich dieses Experiment auf Clips von Content-Partnern, die der Teilnahme zugestimmt haben.

Das Unternehmen möchte herausfinden, wie viele Zuschauer die Werbeclips ansehen und wie viele diese überspringen, wenn sie dazu die Möglichkeit haben. Jamie Kern, Entwickler bei YouTube, schreibt hierzu im Unternehmen-Blog: „We know what you’re thinking: who would choose to watch an ad when they can skip it? Well, that’s what we’re trying to find out.“

Das Sehverhalten der einzelnen Zuschauergruppen soll analysiert werden: welche Werbeclips werden von welchen Gruppen akzeptiert und angesehen? Welche werden übersprungen? Firmen, die Werbeclips bei YouTube platzieren, haben so die Möglichkeit effektivere Clips zu produzieren, wenn sie die Akzeptanzfaktoren besser kennen.

Links:

YouTube Blog

Artikel auf PaidContent.org

Author admin

communications consultant, media coach (http://t.co/OUCLyKITGB), producer (http://t.co/M2T4F9jple), tv journalist, traveler, climber, diver, ski & apple fan

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