Wolfe Video to Integrate Ads into DVD Releases
According to Video Business, specialty DVD Distributor Wolfe Video has added advertisements for online contests on two of their upcoming releases:
With upcoming titles Brother to Brother (June 14) and Producing Adults (July 19), Wolfe has placed Web site addresses on each menu screen promoting contest giveaways. Consumers can plus those addresses into a computer to go online and fill out entry forms to win a Wolfe gift certificate on Brother to Brother or a Dell Computers Pocket DJ MP3 player on Producing Adults.
This test contest is being administered by DVD Spotlight, a California-based tech company. If there is demand, Wolfe would eventually like to make the links "live" for viewing on a computer.
Wolfe hopes to attract advertisers interested in reaching Wolfe's largely affluent gay and lesbian consumer base. If the test is successful, the company hopes to sell up to six ad slots per disc.
While these links are a form of "passive" advertising, is cluttering up the DVD menus with "free iPod" ads a smart move? If their customer base is upscale, perhaps they should be focusing on developing a "luxury" line of DVDs like Criterion. Because in reality, the reach you'll likely get from these on-disc ads will be limited. Consider this: a niche, gay-themed DVD release will probably ship a maximum of 15-20K units to wholesale. Sell-through will probably equal 30-40% over the first year, equaling 4-6K units in the hands of consumers. If even 50% of those people actually write down the URL, sit through and ad, and then enter the contest, that would only be 2-3K ads viewed over the course of a year. Now granted, with the aggregate of several releases you may have something, but you could probably do better just by buying PPC ads on Google. Perhaps it would work on mass market releases geared towards the 18-35 set - what do you think?
[Via Video Business]
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