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Direct Response Marketing

Field Reports

1 Aug, 2008 By: Thomas Haire, Jacqueline Renfrow Response


Daily Video Consumption to Rise 25 Percent by 2013

NEW YORK — A recent study from Forrester Research found that consumer consumption of video content will rise about 25 percent to five hours per day in the next five years, reported AdAge.com. The rise is attributed to the increase of video watching on computers, mobile phones, portable media players and digital photo frames.



"There will be more advertising inventory coming from this extra hour of video. People will still be watching, but it probably won't have the same form that we're used to," says James McQuivey, the Forrester analyst that authored the study. "People love their content and want to watch it no matter where they can get it. They'll even watch it on a small device, if that's the option they have."

Video-on-demand viewing is predicted to increase to 45 percent in 2013 from 20 percent in 2008. The percent of video coming from the Internet will climb from 10 percent this year to 35 percent in 2013 and portable devices will increase from 8 percent to 15 percent in five years. As for "personal" video – content created by oneself or one's peers – an increase from 2 percent to 10 percent is predicted.

McQuivey does not believe that TV networks will be affected by the video consumption increase. He says that consumers and advertisers still want high-end video content that can only be offered on television. "YouTube video, as fun as it is, is forever a niche and it fills certain gaps in people's lives, but it doesn't take over. It doesn't become dominant," says McQuivey.

FTC Releases CAN-SPAM Updates

WASHINGTON — The Federal Trade Commission (FTC) added updates to the CAN-SPAM Act of 2003 that include making E-mail opt outs a onestep process, reports DMNews.com.



The update, which took effect July 7, has enacted four new provisions: two revised definitions for sender and person; the allowance of post office boxes as a postal address; more specific guidelines surrounding opt-out procedures; and a rule that encourages affiliates to take responsibility for clean E-mail lists and communication among marketing partners.

Marketers are hopeful that the new provisions will clarify some rules that previously could be interpreted in various ways. The rules will affect the practices of most E-mail marketers. Now consumers must be able to opt out of receiving E-mail marketing communications in one step — that step being entering an E-mail address.

The other rule that applies to E-mail marketers is the role that affiliates play. Marketers that send E-mails from two or more brands must now pick only one brand to be the lead marketer – the lead will have its name in the "from" line and be in charge of all unsubscribe requests.

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