WebMD Adds Broadband Video

Advertiser demand for richer, more engaging formats will drive many content-rich sites like WebMD to offer ad-sponsored streaming video in 2006. I've screengrabbed on the left an image of WebMD's streaming video, capturing part of AstraZeneca's pre-roll promotional message for its breast cancer educational website.

While the idea of streaming audiovisual content  is easy for sites with ready access to appropriate footage (e.g. iFilm, CNN, MTV, etc.), WebMD's decision to create original content with an inhouse team shows what can be done. They've also been smart about anticipating their advertisers' special needs, offering pharmaceutical marketers the ability to surround their video with promotional messaging and to display a full copy of the FDA-required Patient Insert document. From today's MediaPost:

"WEBMD RECENTLY LAUNCHED A NEW broadband video section that offers visitors new streaming content daily, the company said Wednesday. Pharmaceutical giant AstraZeneca is sponsoring some of the clips with a 60-second pre-roll ad directing visitors to a site that provides information about breast cancer. WebMD is producing the content itself, with its existing editorial staff--some of whom have backgrounds in broadcast journalism--said Wayne Gattinella, WebMD president and CEO.

The move to include streaming video is, in part, a response to marketers' increasing clamor for video inventory. "We have been asked by virtually every one of our clients and most of the major agencies for broadband inventory for promotional purposes," Gattinella said. "The fact is that the demand for broadband promotional inventory far exceeds the supply on the Internet right now."

AstraZeneca's sponsorship of WebMD's streaming video content is also noteworthy, although not entirely surprising. In the world of pharmaceutical marketing, many would be hard-pressed to name an organization more committed to the interactive channel or more sophisticated in leveraging it than AstraZeneca. They outspend their peers by a healthy margin and often seem a step or two ahead of the pack. With this program, AstraZeneca leads again.

Best,

- James Gardner
Group Director/Life Sciences Practice Leader