NBC Mishandles Gemini Division: Ad Overload
In my post, “Gemini Division Preview” I said that even if I had a way to remove the integrated ads, I wouldn't want to. Not so with NBC's abuse of banner ads.
Upon page load, NBC’s Gemini Division site begins the ad bombardment onslaught.
There are more ads for Intel than there appears to be Gemini Division content. At the top of the page is a large Intel banner ad. To the right, there is the same large intel ad. In the middle of the screen an Intel pre-roll ad commences. And, if you missed it, to the right of the title Gemini Division is another “powered by intel ad”.
NBC redefines the concept of banner ad and takes it to a whole new level. Here, NBC takes Gemini Division, the supposed content of the site, and features it much less prominently than Intel. Gemini Division becomes the “banner ad” for the content that is Intel. In fact, Intel is featured more prominently at geminidivision.com than it is even at Intel’s own website.
This further evidences that NBC still doesn’t understand: today’s viewer, new media content, ad integration, Electric Farm Entertainment, or the companies who buy ads.
NBC needs to learn to listen, adapt, and change, or they will lose out. For instance, Electric Farm Entertainment could have made money by including car/battery ads alongside AW, however they chose not too as it would have taken away from that content as Brent Friedman explained in the video “How to Monetize Web Video”.
Likewise, EFE may make money by selling distribution rights to NBC, but when doing so negates the ad integration concept that EFE was trying to accomplish in the first place, it isn’t worth it. NBC’s mishandling of Gemini Division negatively affects that content and I don’t think Electric Farm Entertainment will take this lightly.
On a positive note, this may be one case where geoblocking (though still a practice to be avoided when possible) works to the advantage of those who have to wait. International customer's may actually get a better experience than US early adopters. Sony would do well to learn from NBC's faltering blunders(i.e. don't brand ARG components, don't mislabel recap video segments as viral, don't preroll ads with ad integrated content, make sure basic html links work, etc., etc., etc., ).
So far it appears that Electric Farm Entertainment was much better off when NBC wasn’t a part of the picture. For instance, consider Afterworld’s main portal site.
Here, the content receives the focus and the ads do not disrupt it.
Not so with NBC. In addition to what has already been pointed out, NBC’s pre-roll ads for 3-5 minute of content is beyond overkill, particularly so when the content has already been ad integrated, especially so considering that viewers have options, and even more so when there is a growing resistance to blatant ad practices.
Ad branding and advertisement in general should be subtle, it should add to the content, it should not take away from that content, and it definitely should not be featured more prominently than the content itself!
[Update: 10/14/08 - [The below is no longer recommended. It appears that NBC has tightened up their ad enforcement and I don't think you can double-click the video anymore to get it to start. (This article must have caught their attention I guess).]
For those viewers who want to watch Gemini Division the way it was meant to be watched by Electric Farm Entertainment, you may want to add the following line at the end of your “hosts” file located at c:\windows\system32\drivers\etc\hosts.
127.0.0.1 ad.doubleclick.net
Then you can view Gemini Division like this:
Without the protection of that little line, NBC’s site makes me feel as if Intel has been painfully seared/branded into my ethos, into my being.
When you are at NBC’s streaming site, this line does cause the following to appear. “We are having trouble connecting to our server. If you have any ad blocking software running please disable it.”
If you see that, just double-click the video you want (this starts up the video), and advance the progress bar just a little bit. Then you can watch NBC content without pre-roll or banner ads.
I am enjoying Gemini Division in spite of NBC’s disconnect. Unfortunately again it is in such a way that I fly under the radar, without being noticed by NBC. It appears that once again, NBC can’t gauge or account for the new consumer, or the new viewer. Hopefully this will change.
Labels: ad, Afterworld, banner, EFE, Electric Farm Entertainment, Gemini Division, integration, NBC, new media, Sony
posted by TimTodd @ 8:21 PM
14 Comments
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14 Comments:
At first, I thought the ad overload would help to disguise the product integration even further. You guys wrote about "realistic advertising," advertising which is not overt, but appeals on an emotional level. For a new viewer who has endured the onslaught of commercials, they may think they're done with any advertising and can now enjoy the program. Thus, they may be less cognizant of the advertising in the episodes but more emotionally connected to it, since it's all so seamless within the story.
But then I realized that seeing the windows interface after an Intel pre-roll ad exposed the slick design of Anna's smart phone as an advertisement. First we are told how cool Intel is, and then, it seems, we are shown it. All subtle, realistic advertising ruined. Though the ad blocker does work (thanks for posting that) the whole series nonetheless feels like a giant marketing campaign for Intel.
You are right to highlight this.
This form of brand advertising brings huge nuisance costs to the viewer.
It makes sense now why they don't support embeds. It's all about the advertising, rather than the show.
It really seems to evidence the NBC disconnect. The problem isn’t embedded ads (though they do have their limitations), it is NBC’s abuse of them. When I watch Gemini Division ad free on my mobile phone, or relatively ad free via the hosts file, it is a good experience. The embedded content does actually add to the experience. Not so with NBC’s website where they concentrate ads to a new level of potency.
This is what frustrates me about NBC. They have taken a concept that EFE spent a good deal of time and energy developing and turned it on its head bringing about a negative experience. Content is key and it should always, always receive the focus otherwise viewers feel that they are being subjected to a giant Ovaltine commercial. I don’t know what NBC is thinking.
It is important to keep in mind that Electric Farm Entertainment and the content that is Gemini Division is very much distinct from NBC. NBC has taken a new media project and distributed it very, very poorly. Basic links don't work on their site. Ads are on overload. Their forums lack functionality, and the interactive experience has been handled poorly (so far). This all has to do with distribution by NBC, not with the content itself, or with EFE.
We at Prime Time For Change want to see new media succeed and Electric Farm Entertainment is all about rethinking how we do media in a digital media age. Despite my hopes, it appears evident that NBC does not feel the same way. Hopefully they will change.
Perhaps NBC wants to squelch new media by acquiring rights to it and handling it poorly. Maybe it just isn't a priority to them. I don't know, but it is probably one of the two. Unfortunately, NBC's mishandling of Gemini Division may at least temporarily turn people away from new media. For me, it has the opposite affect and shows me just how much broadcast TV needs to change. I am more committed to those who are doing things differently and who are rethinking how we do media.
I support Electric Farm Entertainment. I support new media. Currently I am watching and enjoying Gemini Division, but will do so in spite of NBC and without ads. :)
Oh, and thanks for the comments, the more the better, it adds to the discussion. :)
Tim,
There is a huge disconnect between Gemini's original vision and NBC's distribution strategy. But has there been any response from EFE? How do we know they are completely the victims here? I mean, certainly it's possible that they are seeing a huge chunk of cash for these ads too, right? Perhaps Intel made an offer that no one could refuse...
Not saying I believe EFE is at fault for any of this, I'm just curious.
Based on our conversation with Brent Friedman in the preview Q&A as well as the articles in Wired I think that the Intel sponsorship is being driven by NBC, but I could be wrong in that.
It's just so weird to me. EFE has defended the integrity of their product in the past (Afterworld perfect example) and promised over and over they were going to use product placement to "enhance the story, not sell you something." Could they really have signed a deal with NBC without knowing the network would do this? I have a hard time believing EFE, after recouping their fees from product integration, said to NBC "OK do with it as you like, it's yours now." Surely, EFE has some control over what surrounds their content? What really happened here?
Interesting questions Aaron. Unfortunately, I don’t think we will hear a response from EFE in regard to problems they have with NBC. While it would sure be nice to know, I think that it probably isn't the best business practice for them.
I came across a pertinent quote from the Wired article Hollywood Has Finally Figured Out How to Make Web Video Pay which says, "Whoever they (EFE) partner with would sell advertising and maybe even help fund the production. MySpace isn't offering money up front, but it does sell ads and split the revenue with producers."
So you are right that it wasn't a surprise to Electric Farm Entertainment that NBC would sell ads. You are also right that Electric Farm Entertainment may receive a share of the ad views. What I think was a surprise was how NBC went about it. Powered by Intel alone is ok, two animated banner ads and preroll ads for all content regardless of length not ok. Featuring the ads more prominently than the content, not ok.
This is a basic philosphy for EFE and it makes absolute sense. It has to be about the content, about the story, about an immersive world.
As pointed out in the post there is a significant difference between Afterworld's primary site (which did sell ads) and Gemini Division's.
I don't think that EFE knew going in that NBC would bungle it so bad and ads are just part of the problem.
Most likely there is risk to be had whenever distribution rights are sold and more often than not the content creators have less control than they would like when large corporations like NBC are involved.
That said, I imagine Electric Farm is learning some important lessons with each new venture as they continue to break new ground.
This all reminds me of the Joker asking Batman, "What happens when an unstoppable force meets an immovable object?" In a similar fashion it seems that two different, contradictory philosophies are in play. As to which one is the immovable object, I think you can guess my pick. :)
I know y'all at PTFC are riled up about all this, but don't forget this is a new medium, and an evolving one to boot. I remember distinctly (and in my notes, in case I didn't) Brent explaining that this was gonna be a learning process for everyone involved in the project. And it wayyy too early, to be calling anything a failure, after just 7 out of 50 episodes.
The pre-commercials ... this has been used over and over again, by every major studio spewing out a sneak peek of thier next film release on the web. No one should be surprised by that style of advertising. Much better than say, two minutes into the 5 minute webisode, we are interrupted with that same 30 commercial.
The overloaded ads around the video page ... most of that is easily side-stepped by the visitor, simply by clicking to full-size (although, when I caught episode #6 last night, from the episodes rewind page, I didn't get actual full-screen, and included one Intel icon, at the bottom of the frame).
And don't think that the folks involved in this project aren't paying attention to various feedback, negative or otherwise, written about Gemini Division ... they are. Don't mistake silence for ignorance ... everyone wants to see this succeed: Brent, EFE, SciFi Channel, Intel, yes and even NBC. This new medium provides more jobs in Hollywierd, and beyond.
It might be painful, right now, but let these guys process what is working, what is not ... and adapt to make this better down the road.
Hi Michael,
Thanks for the comment. Just to encourage you, no one here has said anything about Gemini Division being a failure.
In fact, if what NBC told Daisy Whitney wasn't a smokescreen, it looks like it is an "up-arrow story."
It really feels like the show is starting to gain traction and lay down a foundation. I think Gemini Division will be a success and Aaron commented today that he felt (and hoped) that Gemini Division would be a success.
However, this is completely separate from the frustration that Doug and I express about NBC's mishaps.
NBC more resembles an immovable object. EFE in particular and new media in general more resemble the unstoppable force. While I think that your comment is a great description of EFE, I do not think that it accurately portrays NBC.
NBC should be showcasing the content that is Gemini Division, not minimizing it through poor distribution, concentrated ads, and a lack of attention to detail.
I think the answer to the Joker's riddle (posed above) in this case is that the unstoppable force simply flows past the immovable object. As we have repeated many times broadcast networks must adapt or be left behind.
The best case would be if the immovable object adapted, changed, and joined in with the flow of new media. I am enjoying Gemini Division and looking forward to seeing it commence and think and hope that it will be a success. However, that isn't to say that NBC hasn't dampened my enthusiasm at times.
I have to say I think the ads are a failure on the part of NBC. Truly, they are failing to notice that more and more people are moving to TIVO and DVR so they don't have to watch commercials. LOL, I mean, if I will tape a show and watch it later, just so I can skip the commercials, how off putting will it be to find myself slapped in the face with ads when I'm watching a web show? Um, very, LOL!
Integrating product placement is and has been an excellent way of getting people to buy things. Ramming products down my throat, that's a good way to get me not to.
This is wonderful! Those ads are KILLING me...and is it just me or have the ads more than doubled since the premiere of GD?
As I was fast forwarding through a webisode, I was forced to watch yet ANOTHER ad, that had just played not even 15 seconds before. How annoying!
Thanks for the tip!
You are welcome! Nice to hear you appreciated the tip.
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