TV &
Online Advertising
There continue to be active discussion in articles all
over this space on the collision between the TV world and the Internet. Every
month people speculate on how the Internet players will enter this space,
especially Apple. Both Apple and Google have started but their products have
not really gotten the traction that is typical for these companies!
However what is not up for debate is that a collision will happen. With the increasing growth online/mobile etc and the incredibly steep growth curve that online video advertising has its more a question of when and how rather than whether a collision will occur.
The great thing about this upcoming collision is the tremendous opportunities that it can create for companies that react and adapt to the new forms of monetization that this collision will create. Business models are going to change for all the industries concerned and evolve.
1. 5 Reasons Apple Can't Disrupt TV--And One Crazy Way It
Could http://www.forbes.com/sites/roberthof/2013/02/21/5-reasons-apple-cant-disrupt-tv-and-one-crazy-way-it-could/?utm_campaign=techtwittersf&utm_source=twitter&utm_medium=social
(02.21.2013)
2. The cord-cutting debate and the role of second screen in TV,
advertising and content distribution http://lnkd.in/VYgxCp (02.2013)
3. Time Warner Says Netflix Demand Fueling More Original TV
on Cable http://adage.com/article/media/netflix-deals-fuel-original-tv-cable/239633/
(02.06.2013)
4. Digital Disruption Can Make TV Ads More, Not Less,
Relevant http://adage.com/u/lS6Vfa
(02.06.2013)
5. Online Video to Have Minimal (-0.9%) Impact on TV Viewing
Over Next 5 Years http://www.mediapost.com/publications/article/194029/despite-cord-cutting-tv-dominates-advertising.html?edition=56961#axzz2LaujA1me
(02. 21.2013)
6. Super Bowl Ads On Mobile Don't Encourage Brand Interaction http://www.mediapost.com/publications/article/192683/super-bowl-ads-on-mobile-dont-encourage-brand-int.html#ixzz2LqT7aSq5
(02.04.2013)
7. Super Bowl ads prompt big mobile response, MMA data finds
http://www.mediapost.com/publications/article/192683/super-bowl-ads-on-mobile-dont-encourage-brand-int.html#axzz2LqSkz5Z5
(02.06.2013)
8. 10 Reasons To
Combine Your TV And Web Video Ad Campaigns: http://bit.ly/126f9Qp (12.07.2012)
9. Big
TV Ad Buyers Still Not on Board with Online Video
Advertising? http://www.reelseo.com/tv-ad-buyers-online-video-advertising/#ixzz2EmIZrBCO&w … (12.2012)
10. On-the-move TV viewing figures remain low http://gu.com/p/3dq74
( 02.19.2013)
11. More evidence of tablets slowly killing the PC market http://dlvr.it/2zbWkS
(02.21.2013)
12. Two Worlds
Collide: Smooth Streaming Meets Flash Player http://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=86841 … (01.29.2013)
13. Comcast Web TV Unit Prefers HTML5 Over Flash http://www.lightreading.com/middleware-business-support-systems/comcast-web-tv-unit-prefers-html5-over-flash/240147212?f_src=lightreading
(01.29.2013)
14. In Defense of Banner Ads http://www.digiday.com/agencies/in-defense-of-banner-ads/
(01.14.2013)
15. CHART: Demographic Profile of US Online Buyers of Select
CPG Products - http://ow.ly/hCpuw (02.11.2013)
16. Why privacy
isn't the problem with online targeting http://lnkd.in/t-KHN4 (12.06.2012)
Social Advertising
Native ads are going back and forth on the validity. Their efficacy in my opinion is high but the creative effort that is needed is still very high. That will change as more tools are brought into this space to rapidly create native advertising.
Social advertising is likely to be the first great
intersector in the collision that will occur between TV and Internet. I have
used the Superbowl in the past as a great predictor for the future of the TV
industry in general. Given the large viewing audience and the tremendous amount
of money involved many great innovations in this space occur at SuperBowl. This
year was no exception with major interactions occurring between social
adverting and live TV viewing. I am still mystified at the lack of additional
video ads during the SuperBowl power outage. I am sure if a similar disruption
ever occurs again there will be no lack of ads!!
Native ads are going back and forth on the validity. Their efficacy in my opinion is high but the creative effort that is needed is still very high. That will change as more tools are brought into this space to rapidly create native advertising.
17. Social media transforming SuperBowl ads [LIST of brands
integrating social into campaigns] http://cbsn.ws/WWuAr8
(01.31.2013)
18. The massive advertising shift that Twitter is trying to
capitalize on with its API http://paidcontent.org/2013/02/21/the-massive-advertising-shift-that-twitter-is-trying-to-capitalize-on-with-its-api/
(02.21.2013)
19. Native Video
Ads: Silicon Valley's Shiny New Thing Or Industry Savior? http://tcrn.ch/Tgv22X
(12.22.2102)
20. Social ties
help drive user content generation that leads to online ad revenue
growth http://bit.ly/UynrtC (12.11.2012)
21. Insights from
SM Report 2012: Asian-Americans & Hispanics are most likely to make a
purchase after seeing a social ad. http://ow.ly/fYywq (
12.10.2012)
Mobile TV&
Advertising
Mobile TV remains nascent. There is plenty of opportunity there. Content is increasingly available now on the mobile platforms in a variety of forms. The original thoughts that the form factor would not likely be ideal for premium content seems to be dying down as viewing on mobile and tablet form factors is clearly growing and ads targeting this space are on the rise.
22. Voice: One Screen to Rule Them All http://flip.it/Xx2Cn
(02.13.2013)
23. Honda drives engagement for video campaign via mobile ads http://ow.ly/hlnNy ”
(01.30.2013)
24. The Young Guns of Mobile Advertising Proving Most
Effective http://www.examiner.com/article/the-young-guns-of-mobile-advertising-proving-most-effective
(1.28.2013)
25. Time Spent In Retailers' Mobile Apps Grows More Than
Five-Fold In A Year, Flurry Finds http://tcrn.ch/WmaSqF
(01.25.2013)
26. BII REPORT: Here Are The Major Players In Mobile
Advertising http://read.bi/TXjB4l (02.04.2013)
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