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Why Chatbots Are the Future of Marketing: The Battle of the Bots

What Is Chatbot Marketing? Benefits, Examples & Tips

chatbot in marketing

The number of people using Meta’s Messenger app is estimated to be 3.1 billion by 2025. The platform hosts over 300,000 brand chatbots that answer customer queries, make product recommendations, take orders and more. Automation helps empower human agents and streamline the customer service experience.

Any business that relies on personalized quotes knows that every potential customer who is coming in with queries and questions counts. When talking about marketing, lead generation cannot miss from the list. In fact, it quite deserves the first mention, as it is one of the most popular chatbot use cases in marketing overall.

chatbot in marketing

Somehow making a single purchase meant brands had permission to email you every day from now until eternity. Vedant Misra, artificial intelligence tech lead at HubSpot, explains how personalization drives repeat users. …and it'll guide you through the voltage options and place the order. Behind the curtain, the bot is leading you through a series of dependent questions to collect the necessary information to understand your intent, and then deliver the right content to satisfy your needs.

As users interact with your chatbot, you can collect key information like their name, email address and phone number for follow-ups. You can also give Drift access to your calendar to directly set up meetings or demos. The Whole Foods chatbot lets users search its database of recipes—a smart choice for a grocery chain. Here are some examples of brands using chatbots in a B2B and B2C environment. Use the Twitter toolset to your advantage by creating bots that communicate with style and personality.

Chatbot Marketing Examples

Proactive outbound messages from chatbots informing customers of order updates or personalized offers can create upsell opportunities. Chatbots can offer discounts and coupons or send reminders to nudge the customer to complete a purchase, preventing abandoned shopping carts. They can also assist customers who may have additional questions about a product, have issues with shipping costs, or not fully understand the checkout process.

  • If you need so much information that you're playing a game of 20 Questions, then switch to a form and deliver the content another way.
  • This is important because the interaction with your brand could lead to high-value conversions at scale, without any manual sales assistance.
  • You can also give Drift access to your calendar to directly set up meetings or demos.
  • With its current infrastructure, Camping World’s sales team had no visibility into the number of qualified leads accumulated in the off hours.
  • Interactions between chatbots and consumers are becoming a standard business practice that helps create a better customer experience.

There are many templates you can use to build task-specific bots for customer support, lead generation, and others. Your marketing chatbot needs to have a voice that matches your brand. So, if you’re a funeral products store, then your bot probably shouldn’t be playful.

Integrate the tool with well-known brands like Slack, WordPress, and Zapier. Use Templates to help you with lead generation, order tracking, appointment scheduling, giving discounts, or collecting feedback on customer satisfaction. Their creative and extremely customer-centric conversational marketing campaign, Domino’s AnyWare, succeeded.

They expect conversations to move seamlessly across platforms so they can continue discussions right where they left off, regardless of the channel or device they’re using. ChatGPT’s user growth follows an equally rapid evolution of the platform since its debut. Its most recent release, GPT-4 Turbo, is already far more powerful than the GPT-3.5 model it launched with. It has since rolled out a paid tier, team accounts, custom instructions, and its GPT Store, which lets users create their own chatbots based on ChatGPT technology. Every visitor who interacts with a chatbot can be treated as a potential lead. The key to converting them from traffic to leads is knowing the right Call-to-Action (CTA).

Use conversational chatbots to capture data

Instead, focus on building playbooks that will best serve your goals and streamline the buying experience. As mentioned above, building a dialog for this kind of bot is usually a quick task of putting together and simple conversational exchange of 2 to 4 questions. Further, most good chatbot service providers offer lead generation bot templates to get you started even quicker.

How AI-powered chatbots are transforming marketing and sales operations -

How AI-powered chatbots are transforming marketing and sales operations.

Posted: Wed, 02 Aug 2023 07:00:00 GMT [source]

This can give you a competitive advantage so you can fill market gaps and cater to customers more effectively. Similarly, chatbot marketing can boost sales when set up to proactively send notifications about offers and discounts to speed up the purchase process. Chatbots can gather the necessary information to provide effective support, especially when they are plugged into your website. For example, when a chatbot asks users why they’re visiting your page, this automated interaction can help customers find what they want and nudge them towards converting. There’s a lot that can go into a chatbot for marketing, so read our customer service chatbots article to learn more about how to create them. In this guide, you will learn how chatbots can help revamp your marketing strategies with more personalized experiences for your customers.

Use buttons and other interactive elements to help customers define what they need and suggest possible options. Ananya is a content writer at Engati with an interest in psychology and literature. Ananya enjoys ghostwriting and brand stories that elevate others in innovative ways.

Transform your audience engagement within minutes!

Potential clients can also choose to speak to customer support straight away if they don’t feel comfortable communicating with the chatbot. Promoting your services and products should be a part of your ongoing marketing campaign. Marketing bots can help with this time-consuming task by recommending products and showing your offer to push the client to the checkout. Chatbots for marketing can help you segment traffic and advertise your products to the right audience.

Include fun copy and hashtags in the messages and utilize emojis in quick reply buttons to create visual cues that complement the accompanying text. The chatbot interaction culminates with a call-to-action (CTA) once a user has responded to all your questions and is ready to move forward. Chatbot marketing or bot marketing is a technique that leverages automated messaging to communicate directly with customers throughout the purchasing journey. This may look like assisting them with making a purchase, enrolling for a free trial, downloading an asset and more. Join the Text ecosystem and try ChatBot's integration with LiveChat.

There are so many different things you can achieve with chatbots — and sometimes that makes it hard to know where to start. Sellers can also be notified when their target accounts are on your website — so that way, they can take over for the bot and deliver a personalized experience to their accounts in real time. In this ultimate guide to chatbot marketing, we tackle what exactly chatbot marketing is and all the benefits you can expect to gain from it. Plus, we showcase top-notch examples and best practices to help you make the most of your chatbot software. You can send proactive (notification) or reactive (on request) messages regardless of whether you are working B2C or B2B.

When simple, repetitive tasks are offloaded to a chatbot, human agents can have more time to resolve complex issues. The most important step towards creating chatbots for marketing is to zero in on what you expect from them. Be specific whether your goal is customer acquisition, generating brand awareness, getting product insights, easing customer service woes or anything else.

If you need to see bots in action, check out Arora Project, a Miami-based growth marketing agency that used a chatbot marketing strategy to triple their leads from Google Ads while slashing their CPL by 30%. Use analytics and metrics to track how your marketing chatbots are performing. This will give insights you can use to improve your customer service. You can also tweak the bot’s decision tree—from triggers to messages it sends your potential clients. So, it’s good to keep track of performance to make the changes in a timely manner. Chatbot marketing is a technique utilized by businesses to promote products and services with the use of chatbots.

Another valuable opportunity is converting inquiries into bookings for private parties or booths, where guests are more inclined to attend if they already paid and tend to spend more. That instant follow-up is the difference between attracting guests or losing them to another competitor. We offer simple task bots that you can set live in minutes to automatically collect visitors’ contact details whenever they start a conversation with your team. Our “Qualify leads” task bot can also follow up in the same conversation to ask simple qualification questions. One of the coolest examples of chatbot marketing that we’ve seen comes from Volvo Cars Amberg, a German car dealership. You might think chatbots are only for customer support, but using them to answer your customers’ questions is just one way to leverage chatbots.

Google, for example, has released a chatbot powered by Gemini that helps advertisers create ad copy and creative through a chat-based interface. It can respond to text-based queries and generate a range of content on-demand. However, Claude is different in that it goes beyond its competitors to combat bias or unethical chatbot in marketing responses, a problem many large language models face. In addition to using human reviewers, Claude uses “Constitutional AI,” a model trained to make judgments about outputs based on a set of defined principles. In a recent study, 37% of customers said they made no purchase because they were just browsing online.

For example, an e-commerce company might use a chatbot to greet a returning website visitor and notify them about a low stock on merchandise in their cart. Or, a financial services company could use a bot to get ahead of common questions on applying for a loan with tailored information to help them complete their applications. Launched in early 2024, Arc Search is a standalone mobile search app created by The Browser Company, which also owns the Arc browser. Its app can “browse” for users based on queries and generates unique results pages that act like original articles about the topic, linking to all of the sources it uses to generate the result.

That’s why 87% of B2B buyers want a fully or partly self-serve buying model. And with the right chatbot experiences, you can successfully create the self-serve experience that your customers crave. But all of that segmentation and personalization means that chatbot marketing can get really complicated. After all, a team of conversational marketers might have hundreds of sequences (or playbooks) running at the same time. Because we don’t just put chatbots on our websites to answer questions and deal with weekend site traffic.

These were some of the main benefits of implementing a chatbot marketing strategy. Research shows that companies who answer within an hour of receiving a query are seven times more likely to qualify the lead. So, make sure your business responds to customers’ questions as quickly as possible. Chatbots for marketing can do that at any time of the day, as well as provide suggestions and offers to increase the chances of a sale.

The chatbots, once developed, are trained using data to handle queries from the users. Additionally, choosing a no-code, click-to-configure bot builder, like the one offered by Zendesk, lets you start creating chatbot conversations in minutes. Zendesk bots come pre-trained for customer service, saving hours from manual setup.

Chatbot Market Will Hit USD 42 billion by 2032 - Scoop - Market News

Chatbot Market Will Hit USD 42 billion by 2032.

Posted: Tue, 12 Mar 2024 07:00:00 GMT [source]

Every interaction should be designed to find out more about the intent of the visitor. For example, if a visitor reaches out with questions like “What time does the zoo open? So it’s important to find ways that will improve the conversion rate on your website - either by moving them to action quicker or getting them to stay on the page longer. Chatbots can help with the latter by engaging with visitors and nudging them to make an action. For instance, if your team is promoting an ebook within a blog, moving the visitor from the blog page to a landing page can reduce conversion.

When they take on the routine tasks with much more efficiency, humans can be relieved to focus on more creative, innovative and strategic activities. In order to thrive, businesses need to keep costs under control while delivering more value. Our CX Trends Report shows that 68 percent of EX professionals believe that artificial intelligence and chatbots will drive cost savings over the coming years. Chatbots are also starting to be integrated into the ad creation process.

Speed Up Response Times

Customers who are constantly in touch are more likely to repurchase. Reduce the number of people who stop using your services, by keeping your customers informed. Convert website traffic into the website leads more effectively with the right level of engagement. Use one of our ready-to-use templates and customize it to your needs.

As you move forward with your plans, it is important to focus on your goals and create a unique experience for your customers. Understand your audience and evaluate the communication channels when deciding to use chatbots in your strategy. This will help you prioritize chatbots to use and what messaging service you should opt for. For example, portable blender company, BlendJet, saw their average order rates increase 17% and sales 15% after deploying a Facebook chat plugin. The automated conversational flows built into their chat plugin simplified responses to inquiries about pricing, shipping and delivery times. As a result, customer interactions increased and so did customer satisfaction, helping BlendJet build trust with repeat customers and first-time buyers.

chatbot in marketing

But the model essentially delivers responses that are fashioned in real time in response to queries. Conduct polls, quizzes and more, using the messaging bots on social media platforms to collect insights into your audience’s needs and wants. You can even leverage generative AI to find ideas for your quizzes and polls to collect meaningful insights. Use these insights and customer feedback to improve and update your marketing campaigns and tactics.

On the other hand, AI-powered chatbots use NLP and ML to understand the context and nuances of human language as a knowledge base. They analyze user inputs to determine a user’s intent, generate responses, and answer questions that are meant to be more relevant and personalized. Over time, AI chatbots can learn from interactions, improving their ability to engage in more complex and natural conversations with users. This process involves a combination of linguistic rules, pattern recognition, and sometimes even sentiment analysis to better address users’ needs and provide helpful, accurate responses. Chatbots for marketing can maximize efficiency in your customer care strategy by increasing engagement and reducing friction in the customer journey, from customer acquisition to retention. Instead of dedicating your team’s time to answering all incoming customer queries, chatbots can automate many activities, such as responses to frequently asked questions or gathering customer feedback.

The Future of Chatbots

You can foun additiona information about ai customer service and artificial intelligence and NLP. Unlike Google and Microsoft, which are experimenting with integrating ads into their search experience, Perplexity aims to stay ad-free. ChatGPT is part of a class of chatbots that employ generative AI, a type of AI that is capable of generating “original” content, such as text, images, music, and even code. Since these chatbots are trained on existing content from the internet or other data sources, the originality of their responses is a subject of debate.

The most important differentiator is that a marketing chatbot performs specific marketing tasks. Also, its effectiveness is measured based on the bot’s ability to get customers signed for a newsletter or encourage a purchase from your company’s ecommerce store. Chatbots deployed across channels can use conversational commerce to influence the customer wherever they are—at scale. That means businesses, like ecommerce sites, use conversational technology like AI and bots, to boost the shopping experience. Given all the real-time guidance they offer, chatbots can be the deciding factor in a customer’s purchase.

Otherwise, only a small percentage of that traffic will actually convert. Whether you’re planning to host an in-person event or a virtual event, you’re going to need a channel to turn site visitors into event registrants. Pick a ready to use chatbot template and customise it as per your needs.

chatbot in marketing

2 min read - Our leading artificial intelligence (AI) solution is designed to help you find the right candidates faster and more efficiently. Lidl UK gives its customers a helping hand when choosing the right bottle of wine from their store. Clients can choose from food pairing, taking a quiz, or finding a specific wine. However, in today’s omnichannel environment, delivering a consistent level of personalized support with contact center employees would be prohibitively expensive.

  • It will allow you to collect customer questions, gather their contact details, and convert these conversations into quality clients.
  • The automated conversational flows built into their chat plugin simplified responses to inquiries about pricing, shipping and delivery times.
  • Twitter chatbots are a great way to respond to customers in a timely manner, manage commonly asked questions and automate certain actions.
  • A marketing chatbot with ML algorithms can offer dynamic and interactive ways to provide product information.

This could improve the shopping experience and land you some extra sales, especially since about 51% of your clients expect you to be available 24/7. For instance, Domino’s AnyWare’s chatbot processes customer orders Chat PG through Facebook messenger, Google home, and other channels/devices. According to Shorty Awards5, Domino’s AnyWare chatbot generated 2 billion earned media impressions, and a 10.5% YoY sales growth for the company.

In other words, bots solve the thing we loathed about apps in the first place. Today, messaging apps have over 5 billion monthly active users, and for the first time, people are using them more than social networks. Here are more chatbot examples to inspire your chatbot marketing strategy.


Varnish command line tools

Varnish comes with several very useful command line tools that can be a bit hard to get the grasp of. The list below is by no means meant to be exhaustive, but give an introduction to some tools and use cases.


Easily seen as a geeky graph with little information, varnishhist is actually extremely useful to get an overview of the overall status of your backend servers and varnish.

The pipes (|) are requests served from the cache whereas the hash-signs (#) are requests to the backend. The X axis is a logaritmic scale for request times. So the histogram above shows that we have a good amount of cache hits that are served really fast whereas roughly half of the backend requests takes a bit more than 0,1s. Like most of the other command line applications you can filter out the data you need with regex, only show backend requests or only cache hits. See for a complete list of parameters.


varnishstat can be used in two modes, equally useful. If run with only "varnishstat" you will get a continously updated list of the counters that fit on your screen. If you want all the values for indepth analysis you can however use "varnishstat -1" for the current counter values.

Now a couple of important figures from this image:

  • The very first row is the uptime of varnish. This instance had been restarted 1 day and 2h 44 mins before screenshot
  • The counters below that are the average hitrate of varnish. The first row is the timeframe and the second is the average hitrate. If varnishstat is kept open for longer the second timeframe will go up to 100 seconds and the third to 1000 seconds
  • As for the list of variables below the values correspons to total value, followed by current value and finally the average value. Some rows that are apparently interesting would be
    • cache_hit/cache_miss to see if you have monumental miss storms
    • Relationship between client_conn and client_req to see if connections are being reused. In this case there's only API traffic where very few connections are kept open. So the almost 1:1 ratio is to be seen as normal.
    • Also relationship between s_hdrbytes and s_bodybytes is rather interesting as you can see how much of your bandwith is actually being used by the headers. So if s_hdrbytes are a high percentage of your s_bodybytes you might want to consider if all your headers are actually necesary and useful.


Varnishtop is a very handy tool to get filtered information about your traffic. Especially since alot of high-traffic varnish sites do not have access_logs on their backend servers - this can be of great use.

tx are always requests to backends, whereas rx are requests from clients to varnish. The examples below should clarify what I mean.

Some handy examples to work from:

See what requests are most common to the backend servers.
varnishtop -i txurl

See what useragents are the most common from the clients
varnishtop -i RxHeader -C -I ^User-Agent

See what user agents are commonly accessing the backend servers, compare to the previous one to find clients that are commonly causing misses.
varnishtop -i TxHeader -C -I ^User-Agent

See what cookies values are the most commonly sent to varnish.
varnishtop -i RxHeader -I Cookie

See what hosts are being accessed through varnish. Will of course only give you useful information if there are several hosts behind your varnish instance.
varnishtop -i RxHeader -I '^Host:'

See what accept-charsets are used by clients
varnishtop -i RxHeader -I '^Accept-Charset'


varnishlog is yet another powerful tool to log the requests you want to analyze. It's also very useful without parameters to develop your vcl and see the exact results of your changes in all it's verbosity. See for the manual and a few examples. You will find it very similar to varnishstop in it's syntax.

One useful example for listing all details about requests resulting in a 500 status:
varnishlog -b -m "RxStatus:500"


varnishncsa is a handy tool for producing apache/ncsa formatted logs. This is very useful if you want to log the requests to varnish and analyze them with one of the many availalable log analyzers that reads such logs, for instance awstats.


Send data to include files with dwoo

Sometimes it is wanted to send some data, like title or an id to an included template with Dwoo. Even though described in the manual I did not first look there because I mostly don't find what I look for there. So in case anyone else have the same bother; this will solve it:

{include(file='elements/google-like-button.tpl' url='')}

This will allow you to use $url in the included template just as if it was a local variable.

More features that one might miss or look too long for in the docs:
Scope $__.var will always fetch 'var' variable from template root. This is useful for loops where scope is changed.
Loop names Adding name="loopname" lets you access it's variables. inside a nested construct by accessing $.foreach.loopname.var (change foreach with your loop element).
Default view for empty foreach By adding a {else} before your end tag you can output data for empty variables passed without an extra element.

What is Dwoo some might wonder. It is a template system with similar syntax to smarty. It has however been rewritten alot and is in my experience working great both performance-wise and feature-wise. It is very easy to extend and the by far most inexpandable feature to me is that of template inheritance. This lacks in most PHP templating systems but with Dwoo you can apply the same thinking as with normal class inheritance. Since many elements on your page are the same on all pages and even more in the same section; you can define blocks which you override (think of it as class methods) and for instance create a general section template that inherits the base layout template and then let every section page template inherit this.


Alternative Android markets

One good thing about the android system is the ability to create your own application markets to cover functions unavailable on the default Android Market or to get an application market onto devices not approved by Google. Since I couldnt find any good lists on the markets available I browsed around my android market mailbox and searched the web a bit to come up with this list:

SlideMe (4/5)

Number of apps: ~4,000
Payment methods: Paypal, credit and debit cards, amazon payments.
Activity: Good. Top app has more than a 150k downloads. Very very low to default market but high for alternatives.
Extras: Developers can get payments to a SlideMe Mastercard. Downloadable native client called "SAM"!

Handster (2/5)

Number of apps: ~4,000 (>10,000 for all platforms)
Payment methods: Paypal, credit and debit cards.
Activity: Seems low. Public number of ratings show 0-5 for most popular apps.
Extras: All platforms at one place.
Comments: Offering locales where they seem to have made automatic translations, at best, makes it seem less reliable.

AndAppstore (1/5)

Number of apps: ~1,800
Payment methods: Only paypal.
Activity: Fairly low. Around 60 comments posted for their native client.
Extras: Native android client.
Comments: Very basic site. Comments without ratings seems to lower overall rating. Complaints about non-delivered apps on their client comments. Seemed promising but in the end didn't deliver any trust.

OpenMarket (-/5)

Comments: Specialized for htc phones and south africa makes it very narrow. didnt catch more interest by web 2.0 catchphrases and unbrowsable categories.

Amazon appstore (2/5)

Website: (?)
Activity: Unknown
Comments: Yearly fee for developers of $99 which is 3 times what you pay for your google market account. First year waived. Needed to sell apps on I still don't see the need or what is so special with this market - unless they are coming with their own device.

Poketgear (2/5)

Number of apps: ~4,500 in android section
Payment methods: Payapal, credit and debit cards.
Activity: Ok at best. 7,000 downloads of angry birds compared to millions on default client.
Extras: All platforms.

pdassi (3/5)

Number of apps: ~4,500 in android section
Payment methods: Payapal, credit and debit cards.
Activity: ~13,000 downloads on most popular android application. Other sections much more well used it seems.
Extras: Native android client. All platforms. Good localization for german, dutch and italian.

Comments? Did I miss any? Do you know any devices that ship with an alternative android makert?

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Free as in promotional trick

MPEG LA delivers the widespread news that H.264 will be royalty free permanently.

This is merely a trick to promote it's adoption in HTML 5 and popularity in the mainstream. Nothing really changes with this statement. H.264 did note become more free in any important aspect.

Firstly it does not change anything for 4 years. The previous license was valid until 2014. We all know that is a long time given current tech progress.

Secondly only free video broadcasting is included. Should you decide any alternative delivery methods, want to actually create videos or anything other it is not included.

This is only making it free to actually transfer the bits that you already have. A limitation that I would argue should even be allowed to exist. And even if you still feel safe - MPEG LAy can change this license at any time.

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Microsoft does not love open source

Microsoft now claims to love open source:

There is a very speaking quote from the interview about Ballmer describing Linux as a cancer:

The mistake of equating all open source technology with Linux was "really very early on," Paoli says. "That was really a long time ago," he says. "We understand our mistake."

Reading the original quote it is clear that they still dislike Open Source:

The way the license is written, if you use any open-source software, you have to make the rest of your software open source. If the government wants to put something in the public domain, it should. Linux is not in the public domain. Linux is a cancer that attaches itself in an intellectual property sense to everything it touches. That's the way that the license works.

What they have and had problems with are actually the GPL licenses and how it attributes copyright. This limits Microsofts ability to make use of open source efforts in their propietary software.

What Microsoft should be saying is that they support open source only when they can make use of it in their world of closed source. This is not working WITH open source, it is working AGAINST open source.


Android versions in the wild

Google recently released figures on the version numbers of Android phones accessing the android market. It's just validating what mostly all developers already know. All 1.5+ versions are important to support and different screens are as important.

Users are very fast to let developers know this, though. Already 3 months before the OTA update of Android 2.2 for my Nexus One I got a message about not being able to find an application in the 2.2 market from a user. The error is common, a default manifest file that has limits on API versions. I couldn't have tested the application on a higher API level at the development time so the abscence in the untested OS was not really an error. However it shows how easy it is to get feedback from users to correct such errors.

I have also gotten feedback on enabling the 2.2 install device (SD card or phone memory) as well as automatically generated crash reports that are also new in android 2.2. Adding to that it is for an application exclusively for Sweden where no 2.2 device has even been sold as of yet (but of course imported in different shady ways).

The chart below shows how important it is to keep backwards-compatibility in your applications, just like for web development and old browsers. Luckily the android emulators are very good and theres a fully functioning image for each and every API level. There's also other developer emulator images circling around where you can test the functions missing in the default images, such as a paid-app enabled market.

Historic development of Android versions


Huge server architectures

I enjoy to read about the architecture about some of the bigger internet related systems around. Be it about database sharding, Hadoop usage, choice of languages or development methods. I will continuously try to post some numbers from these adventures. Here is a start together with links that can be followed for more details.


From Data Center Knowledge quoting a talk at Structure 2010 by Facebook’s Jonathan Heiliger.
- 400 million users.
- 16 billion minutes spend on Facebook each day.
- 3 billion new photos per month
- More than a million photos viewed per second.

- Probably over 60,000 servers at date (Data Center Knowledge)
- Thousands of memcache servers. Most likely the biggest memcache cluster (Pingdom).


- 65,000 servers spanning 70 countries and 1000 networks.
- Hundreds of billions "Internet interactions" per day
- Traffic peaks at 2 Terabits per second
Source: Akamai


- Server number estimated at 450,000 at 2006 (High Scalability)
- Server number estimated at 1 million by Gartner (Pandia)


Why Swedish web TV isn’t as big as it could and should be

Swedish TV channels has well over a million weekly users watching full episodes on their web TV players. A big majority of it is the ad free SVT (state television) that is funded by tax payers. The rest is scattered amongst the 3 big commercial actors (TV4, Prosieben with kanal 5/9 and MTG with TV3/6).

With a somewhat unstable connection it is very easy to see some very easily fixed ways that they drive away their viewers.

Doubling the ads
All of the ad supported channels effectively throws ads at you. Firstly when you start the clip and later when you pass the ad spots in the video clip. However, they do not handle it any differently should you want to fast forward into minute 20 where you stopped watching the TV, or where you´re stream disconnected last try. This means you first have to wait for the introductory ad for a good bit, take a second to fast forward and then have to wait for a minute more for the in video ads that you fast forwarded past.

This nuisance is sure to scare away a lot people with disconnecting connections or those seeing short parts of the videos. It is incredibly easily fixed by putting the second ad spot after 10 minutes of watching the video instead of 10 minutes into the clip. It takes a technology change at a level where the channel itself has no direct control, though.

Unreliable fast forwarding
If you decide to do real streaming instead of pseudo-streaming, then at least make sure that the one feature the user will notice actually works.

Supporting slow connections
Be it an unreliable 3G connection or a foreign connection - a lot of people are not using stable 2+mbps connections and still want to watch the videos. There are two easy ways to support them - either you make it a pseudo-stream where you can preload the entire movie (see Youtube) or you also have available a lower bitrate video that is actually getting loaded instead of leading users into buffering land. None of the Swedish web TV stations does this anywhere close to good.

Ad bitrate
If your users can view the video - they should also be able to view the ads without buffering. Ad bitrate has to be the same, or lower, than the normal video playback to stop this.

Ubiquitous error reports
A lot of web TV players wants to make the users known when there is an error so they will know it is not the best you can get. However many of the players have so much false positives that it is soon enough getting normal to now and then get a semi-transparent layer on your movie saying there is an error with the video playback. However the only problem with the video is the error message covering it!

All of these problems together can create many very annoying experiences especially to new web TV users or new Internet users that are easily scared away. The problem is however that the competence in the areas is most often nowhere to be found in the broadcasting companies. Instead they have outsourced every part of the video processing and delivery - sometimes to several different parties. The route to only fix one of the problems may be very long this way and may even mean having to chose a different provider.