Two-Thirds In U.S. Have Broadband; Web Video Use Soars - InformationWeek

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Two-Thirds In U.S. Have Broadband; Web Video Use Soars

Where there is broadband, people are watching more and more online video -- and there's a lot more broadband these days.

Going forward, producers of movies and TV shows need to offer more short video clips for the Web that promote their offline programs, Gibs said. The clips, which consumers should be encouraged to share, could include outtakes or especially funny moments in shows, or even a Web exclusive related to an offline program.

Gibs believes NBC made a mistake when it recently ordered YouTube to take down an unauthorized clip from the long-running TV show "Saturday Night Live."

"By having this content pulled down, they removed a great marketing channel," Gibs said. "They removed the ability to create a great deal of buzz for themselves."

Besides viral marketing, advertisers are launching campaigns in which people watching a show or sports event on TV are encouraged to get more information on Web sites. Super Bowl advertisers often see huge spikes in Web traffic during the football championship as a result of these multi-channel campaigns.

Those types of campaigns are possible because of the always-on connection with broadband. People can go to a computer and already be on the Internet, making it easy to access a site while watching TV, Gibs said.

"In the past two years research shows that the persistent connection is the key thing for many individuals, pushing up their time online, not the actual high-speed connection," Gibs said.

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