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.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.