January Sets The Stage For Faster Disruption Of The TV Ad Model
The annual hype surrounding Super Bowl ads has reached a crescendo this week, and I won't add to it. (You can always go read the article I published in the Journal of Advertising Research when I was CMO of a social media listening company, proving it was more effective to preview your ad before the […]
DVRs vs Online Video: Which Will Win the Battle for Consumer Viewing Time?
Since the introduction of the DVR more than a decade ago, consumers have learned they don't have to conform their lives to broadcast programmers' schedules in order to watch their favorite TV shows. Along come online sources like HuluPlus, or the network's own websites promise even more convenience: Get any episode of any show with […]
How are you thinking about video content these days?
As I get deeper into the changes impacting television and online video, their convergence, and the possibility of entirely new forms of video entertainment content, I'm thinking about content in the following categories: Long-form professional video — i.e., produced originally to be broadcast on TV Professional clips — news, sports highlights, scenes from programs Short-form […]
Time-Warner and CBS Settle -- And Set the Stage for the Future of Online TV Viewing?
After a month of haggling, snarking, and outright marketing war, CBS and Time Warner came to terms. While details were not disclosed (though this CNBC article has some intriguing hints) both CEOs — Les Moonves at CBS and Glenn Britt at Time Warner — had soothing words about how this agreement is good for everyone. […]
Deals and IPOs in video entertainment and advertising: an inflection point or bubble?
A spate of events this month argues that the industry that revolves around video entertainment and advertising (I no longer call it the "television" industry!) has entered a period where long-delayed change will burst out: Video ad networks/technologies YuMe and TremorVideo both went public. While neither was blockbuster, these IPOs signal that investors have enough […]
Five Trends That Will Disrupt Europe's TV Ad Market
My new report, Convergence Disrupts Europe's TV Ad Market, looks at the fascinating landscape of TV advertising in Europe. The bottom line: disruption is coming that will make established TV buying strategies and practices ineffective. Marketers need to understand this change, and over the next three to five years, adopt new tools and strategies in […]
AOL and Adap.TV -- Audience, not Content, is King
I talked with several reporters yesterday about AOL's $400 million purchase of online video technology company Adap.TV. A popular question was "Why is a media company buying a technology company?" as if they had no business being combined. The published coverage focused on the value of their technology for programmatic buying and its future application to […]
TV Advertising Goes Cross-Channel: Threat or Opportunity?
I just wrapped up my report on the future of television: “Digital Disruption Rattles the TV Ad Market.” And, while I was interviewing and exchanging views with advertisers and senior TV industry executives, a clear and surprising find emerged… I wasn’t surprised to hear visions of dynamically targeted ads to deliver the right message to […]
Cannes Provides Backdrop For Latest WPP Digital Agency Acquisition
Cannes this year is hosting more and more evidence of the disappearance of lines between “digital” and “advertising”: A mobile category was launched; the new Branded Content and Entertainment category includes subcategories such as “best use or integration of user generated content”; Twitter co-founder Jack Dorsey was named Media Person of the Year and . . . […]
For P&G, Will The Revolution Be Digitized? Not The Way You Might Think
Last week’s announcement by P&G CMO Mark Pritchard that it intends to cut marketing costs in part by shifting money from TV to digital sounds like a possible revolution in the marketer’s traditional TV-centric approach. I agree with my colleague Tracy Stokes that this is not the end of TV. Nor is it the beginning […]