• by Paul Gough , July 16, 2003

In a move that could eventually encompass all of Disney Corp.'s Internet properties, ABC.com has adopted the same technology that brings content and commercials to broadband users' desktops via ESPN.com.

The Motion video technology provides broadband users with video advertised at a higher quality than other streaming solutions, and inside Web pages in a way that doesn't hamper dial-up users. It's free to users and simple to download and install. Motion offers several minutes of fresh content daily and there's no buffering, which isn't a downside to other streaming technologies. And for content providers like ABC and ESPN, as well as advertisers and agencies, offers a way to bridge the gap between television and Internet advertising.

"This is video, it's centrally located on the page. It lights up as the page is being loaded, no buffering, streaming or delays in that activity," said Larry Shapiro, vice president of business development at Walt Disney Internet Group, which conceived the Motion technology. ESPN Motion launched in February with Gatorade as its charter advertiser. Since then, there have been 1.7 million installations and 800,000 page views daily. Advertisers have included Lexus, Intel, Titleist, Warner Bros. for the Matrix Reloaded, Universal for 2Fast2Furious and The Hulk, Microsoft and Kycera.

For ABC.com, it's an interesting and cost-effective way to blend television and the Internet. ABC Motion went online Wednesday after several weeks of testing and feedback.

"We thought it was a perfect product offering for a television Web site, because it simulates the television experience, as close as you can get to it on the Web," said Harry Lin, vice president of content at ABC.com. Lin likens Motion to a "mini parallel television network on the Web," with several minutes of original content sandwiched between an advertising spot that can be transferred quickly from television to the Web.

ABC.com said it's much cheaper for an advertiser than creating a special rich-media application or ad for the Web, beyond the production costs for the television spots already created. The same creative can be used and there's only a small cost to reformat the spot or spots for the Web.

"This is really a turnkey solution for the marketer," said Alan Ives, vice president of online sales at ABC.com. Ives said that ABC Motion's first advertiser, Shick Intuition, is using the same spot it ran on air.

The Shick Intuition spot also includes a banner-type button that can drive the user directly to the Shick site, which Ives said blends the best of both television and Web advertising: Sight, sound and motion plus a way to click to get more information.

"We didn't want to ignore the capabilities of the Internet, even though we're bringing you the best of television," said Lin.

Lin said the cost effectiveness extends to the editorial content as well. He said that ABC has learned from other companies' failed attempts to bring original programming to the Web. This isn't about turning the Internet into another full-time television network, with high programming costs. While the content will be tied to audience interest, a lot of it will be material the network already has but wouldn't normally get to show on-air: Bloopers, outtakes, interviews with ABC actors and actresses, extended previews of upcoming programs and looks behind the scenes at ABC programs from Jimmy Kimmel Live to Monday Night Football. Interviews can be done without much cost by plugging into ABC's publicity system for press tours and other availabilities.

The content will be refreshed daily, Monday through Friday. There may be an archive function but Lin said they're still experimenting with the right balance between the immediacy of television and the archival and time-shifting capabilities of the Internet.

Shapiro, of the Walt Disney Internet Group, said the Motion technology optimizes content and advertising delivery in the era of transition between narrowband and broadband.

"We wanted to provide both those users with a more compelling experience and provide advertising opportunities that haven't been available due to the narrowband," Shapiro said. The users get a better broadband experience than has been available narrowband and advertisers can use their same television creative on the Web. ESPN's experience with the technology helped launch it on the other Web sites. Shapiro said they've learned how to better deliver content, not just one clip that gets old, and how to best utilize the bandwith.

"It's not just a matter of putting clips up and people will come, but providing a whole editorial environment," Shapiro said. "The ads will resonate because it's surrounded by compelling content."

Movies.com is also employing the Motion technology. Shapiro said that it's likely that other Disney properties will sign on soon too.