MSN is making some changes to its MSN Video site to make the experience better for users.
The major change they're making is with the pre-roll ad they've been incorporating in the streaming video. Many times with their former ad model, it would show a 30-second ad spot, then a 15-second piece of video content, then another 30-second ad spot. To say the least, it wasn't too popular with viewers.
To make it more user-friendly, MSN has incorporated a new algorithm which will be based on time spent streaming video, rather than how many clips are being watched. That will bring the number of ads delivered to a lower number, which the company hopes will increase viewing, and result in more ads being viewed over the long run.
Rob Bennett, MSN’s general manager, video, entertainment and sports said, “It’s definitely a long term bet. The feedback on pre-roll is pretty mixed. We’ve definitely heard from our users that they’d prefer longer interval between ads. The general thought in the industry is that we need to evolve. This should be less intrusive and more organic.”
At this time, MSN is interested in increasing the amount of time people spend streaming video. From there they'll continue to listen to viewer feedback and adapt their strategy in response to it.
For now, users will be able to watch video on MSN for three minutes before an ad is presented.
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