- Client: ABC
- Project: Full Episode Broadband Player
- Services: Creative, User Experience, Strategy, Motion Design
- Platform:
- Design:
An Emmy-winning video player with revolutionary ad integration
ABC wanted to put programming on the Web while including ads and maintaining distribution control. The goal: grow the ABC brand, draw users, and satisfy advertisers.
Integrating Ads
Schematic designed a cinematically sophisticated video player that does justice to the quality of ABC programming. We also designed an experience in which watching ads becomes a pleasing part of the interactive experience.
Redefining advertising
Users watch an ad for 30 seconds to unlock each of three program sections and can fast forward or rewind to that section of the show at any time. The model is revolutionary since users have control--but not so much control that they can skip all ads. We made a surprising discovery: many chose to watch the ads and, as opposed to recall of 22% with regular TV, these ads had 87% recall.
Results
Along with a glowing industry response, the player won exceptional user reviews: 79% of those surveyed had a positive experience with the site, and 87% said they would recommend the site to others.
And the winner is. . . .
The player is a huge hit: users love it, advertisers love it, the client loves it. But in the television industry, real success is measured in statuettes. And in 2006, ABC took home the Interactive Television Emmy Award for the Full Episode Streaming Video Player, designed and created by Schematic.