Much of SeeSaw's content mirrors what's already available via YouTube. Shows feature 60-second ad breaks.
As audience numbers for its U.S. service grow, Hulu has repeatedly expressed its intent to launch a U.K. product, but was already beaten to market by YouTube with the launch of its Shows section late last year.
In terms of programming, SeeSaw currently features much of the same content already available via YouTube, including that from major U.K. broadcasters Channel 4, Five, and BBC's commercial arm, BBC Worldwide. That content will feature two 60-second pre and mid-roll ad breaks similar to those currently being used by Hulu, and to an extent by traditional broadcast TV companies in the U.K.
At present, the Hulu-esque user interface omits "traditional" ad formats such as banners or MPUs, and focuses squarely on the content. Chief Executive Pierr-Jean Sebert said the absence of ad clutter and user generated video was popular with users it tested the site with prior to launch, Reuters reports. "SeeSaw has been designed for both viewers and advertisers," he said.
In a similar arrangement to those already in place with YouTube in the U.K., and Hulu in the U.S., a number of sales teams will sell ad inventory on the site. Broadcasters such as Channel 4 will use their own in-house teams to sell against its content, and may choose to bundle sales across a number of platforms if it wishes, including YouTube and its own 4OD site, for example.
Speaking with Clickz in October, Errol Baran, head of future and digital advertising at Channel 4, said advertisers would be "encouraged" to buy across multiple platforms, but would be free to buy into separate ones if they wish.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT