Video brings value for marketing on the Web

The emerging-media group at Scripps Networks, part of the E. W. Scripps Company, has just introduced an all-video Web site that uses programming from its Food Network, Fine Living, HGTV and DIY Network brands, as well as new clips.

A major advertiser in Scripps offline media, General Motors’ GMC division, has paid for a video showroom on the site and a presence throughout it.

It’s all part of a new movement by advertisers that have a growing interest in using the Internet for the distribution of television programming.

Web video — once too technically daunting to bother with — is much easier to view now with the availability of low-cost broadband Internet service. More than 34 million homes in the United States, representing 29.9 percent of households, had broadband connections last year, according to eMarketer, an online research provider, the Times said.

By 2008, eMarketer projects, broadband will be in 69.4 million homes, or 56.3 percent of households. Web surfers have proved their willingness to watch live sports online for more than an hour at a time, said Bart Feder, president and chief executive at FeedRoom, a provider of broadband video technology to clients like NBC, Reuters and Telemundo.

With broadband and the video clips, GM’s products can be seen in vignettes on the new Scripps site. Most of the videos in the Web showroom feature specific GMC products. Scripps plans to update the library of video clips, which last two to four minutes, every two weeks.

For more information, visit

Back to the top