1. Rich Media E-mail--Alive
or Dead? (by David Baker, Monday, Jul 3, 2006)
IN A PERFECT WORLD, WE could deliver Hollywood-style ads with
highly engaging, fully streamed motion pictures, illustrating
our offering with exciting audio and imagery. When I did these
for a former company, we had (in my humble opinion) some of
the coolest e-mails. Yet there are pitfalls to using rich
media in the e-mail channel today. If you are considering
it, you should know what can and cannot be done, what the
experience is that you are really delivering, and the issues
you will have to address. Here are answers to the questions
I get asked most often about rich media: What is rich media
e-mail? This may seem like a question we should all know the
answer to, but many of us don't know exactly. It is any dynamic
media--audio, animation, or video--that is embedded in an
e-mail. It can be Flash, streaming video or a combination
of these. top
Why can't I deliver rich media e-mail now? E-mail ISPs put
restrictions on active script in e-mail. They did this to
protect users from hackers putting malicious code in e-mail.
and anything that could be perceived as malicious such as
forms, CSS and others. Yet this script is needed to enable
a video stream to be called from the server or to enable a
FLASH movie to play. There is nothing you as a sender can
do to change this.
What is the user experience? In the perfect scenario, the rich
media would play as users open the e-mail with a beautiful
mix of animation of sound. The reality is they will get a
static image, a truncated message or a dead video console.
Worse, the delivered experience varies by e-mail client. For
instance, AOL displays a lovely blank screen where the animation
ought to be. Outlook truncates e-mail where the animation
was resident. However, with the emergence of new rendering
tools from Return Path, Pivotal Veracity and Lyris, understanding
how different e-mail clients display is no longer an issue.
You can easily see the user experience in multiple modes of
many different e-mail environments.
Does this mean rich media e-mail is dead? Absolutely not! But
the dynamic portion has been redirected to landing pages.
The real question is, "Is your e-mail the notification
agent or the container?" For rich media e-mail, I've
found that a tempting setup in the e-mail will drive lots
of readers to your enriched landing pages and generate more
response to your program. There are several nice design treatments
you can use to build on this experience. Here's an example
of an effective e-mail that "tricks" the user into
clicking through: http://www.avimailer.com/mgm_get_sh1/index.htm
If only a small percentage of your population could receive
this rich experience in their e-mail software, would you consider
doing it? I think it depends on who that small percentage
is. If they are high-value customers or prospects, and you
know a richer experience would move them through your sales
funnel or make them ready to buy, it might be worth the effort
to try using rich media. top
The industries for which rich media works really well are those
that rely on a rich experience to present their products or
commercials, and have a need to replicate mainstream media
content. Automotive, entertainment and hospitality industries
are obvious examples, but there has been more and more traction
on the b-to-b side to deliver product demonstrations and seminar
snippets. Here is a link to a company with a lot of examples
that might help spur your creative juices.
Rich media in e-mail does increase response, so I'd encourage
you to try it as you would any other form of creative treatment.
David Baker is vice president of e-mail solutions at Avenue
2. ABC's Streaming Video
Success Test Found 87% of Viewers Recalled Advertising
(By Claire Atkinson / Published:
July 24, 2006)
PASADENA, Calif. (AdAge.com) -- ABC's streaming-video experiment
earlier this year on ABC.com will become a real offering in
October, said Anne Sweeney, Walt Disney Co. co-chair-media
networks and president of Disney-ABC TV. The network said
the experiment was a success for advertisers, given that research
showed users had 87% recall of the advertisers involved.
Average recall of advertising on TV is about 24%. Each program
that streamed was supported by a single advertiser.
Advertisers who tested the concept of advertising in TV shows
that consumers could watch from the network's website included
AT&T, Cingular, Ford Motor Co., Procter & Gamble Co.,
Toyota, Unilever's Suave, Universal Pictures and Walt Disney
Affiliates to get results
The test results will be shared with ABC's affiliates. ABC
will tweak some aspects of the site design, but Ms. Sweeney
didn't reveal what aspects would change. "I would do
it with advertising again," she replied when asked if
it might become a paid subscription service rather than a
free ad-supported service.
Shows such as "Lost" and "Commander in Chief"
received some 11 million downloads in the first four weeks
of operation. The two-month-long test ended June 30. Ms. Sweeney
said ABC had used the streaming media test for three sets
of research data that included "server information, focus
groups and exit interviews." ABC did not sell the product
in the upfront, preferring to save sales talks for the scatter
market. It is unclear if any of the launch advertisers will
return. / http://adage.com/mediaworks/article?article_id=110708
3. Web Sellers Build Own
Online Video Providers Push Ad Inventory in Advance / By Kris
Oser and Abbey Klaassen / Published: April 03, 2006 top
NEW YORK (AdAge.com) -- Just weeks before the TV upfront market
kicks off, other media are trying to grab their share of the
TV dollars by telling buyers they're holding their own "upfronts."
It's not a new ploy, but this year, the argument that marketers
should be looking elsewhere to park their TV budgets might
actually resonate, as money can shift to other, more measurable
"It's above the line this year because you have traditional
marketers who are going to the upfront looking to buy the
digital properties," said Eric Valk Peterson, VP-media
director, Agency.com. "They are trying to figure out
how to get the most bang for their investments."
The online upfronts players
Upfronts -- which in the online world are defined as any time
when you're selling inventory in advance -- are practiced
by the major portals AOL, Yahoo and MSN, as well as sites
in certain sectors like auto-specialty sites Edmunds.com and
kbb.com (Kelley Blue Book). Other video-rich sites, including
news purveyors and sites devoted to showing video clips, also
find themselves selling large swaths of inventory early in
the year. Cinema ad sellers are also jumping in with upfront
The Web, much like TV, does have certain inventory that is
always in high demand, and much of that is around broadband
video. In the 2005 fourth quarter, for example, AOL had sold
out its video inventory for In2TV, its classic TV programming,
through 2006. Yahoo, MSN and other video-rich sites typically
sell out certain sectors, like entertainment, financial services
and travel by the end of January. Cinema sells up to 80% of
its inventory between October and December and only 10% in
So certain non-TV upstarts are beating their own drums to distract
media buyers in the run up to the May upfront presentations
from the broadcast networks.
Take Heavy.com. The laddie-oriented site, which serves up jokey,
shocking, gross, sexy and just plain goofy video clips, much
of it user-generated, for an audience of mostly 18- to 34-year-old
males, is launching an upfront this spring to tout its slate
of six new shows. The programs include "The Massive Mating
Game," a dating game played with cellphones, and "The
Manly-Man Games," an Olympics for the ordinary guy. Heavy
executives will call on media agencies during the TV upfronts.
The rationale behind the move is simple. As marketers show
more interest in digital properties, "We might be able
to pre-empt those dollars going into TV," David Carson,
co-CEO, Heavy.com said. Eric Valk Peterson, VP-media director,
Agency.com, said: "They are calling it an upfront, but
it's really just a way to get people to buy inventory early
[at a time when] traditional buyers are trying to get the
most bang for their investments,"
Heavy's Mr. Carson pointed out that because much of his site's
advertising consists of customized branded placements or integrated
sponsorships, he needs to square away his sales so his staff
can focus on building those unique ads. One example: a Heavy-created
clip called "Pimp My Weapon" that features the characters
in the Sony video game "God of War." While some
buyers and publishers accept that because of the customized
nature of Heavy's ads, it does have a limited supply to offer,
most said an interactive upfront is not necessary.
"It's a great publicity stunt," said Michael Barrett,
exec VP, AOL Media Networks. "Mission accomplished: You're
doing a story." top
A very real trend
But Heavy is also zeroing in on a very real trend in which
more and more media agencies and marketers are breaking down
the silos between various video advertising media. This could
be the first year that marketers begin to think about video
as a concept in which buckets of dollars slated for video
ads could be distributed across a number of channels, including
TV, online and cinema.
Advertisers polled at the ANA TV Ad Forum last month, about
whether the TV upfront should now include cinema, online and
other media, 37% said yes, 59% said no and 4% weren't sure.
At the Forum, American Express VP-Global Media James Hedleston
explained his company had reclassified TV as "rolling
video stock" -- a term that encompasses cinema, pre-roll
online video, video podcasts and traditional TV. "We
capture the most valuable impressions first," he said,
going after "the most engaged channels -- cinema, opt-in
media such as paid search, and then use TV and other media
to sweep up the rest of the GRPs."
One of Heavy's main competitors, iFilm.com, which was bought
by Viacom for $49 million, is also seeing online video as
one aspect of a larger video package. "This is the first
year I'm seeing agencies talk about online video [which skews
heavily toward viewers at work] as an actual daypart."
Screenvision, one of two players in the cinema advertising
space with almost 14,000 theater screens, hosted an upfront
event in March, which included a panel discussion on the state
of the film industry. But more of their business, they find,
is done on a calendar year basis, leading them to consider
moving their upfront to the fall.
is speaking the same language as broadcast TV now," said
Jason Brown, senior VP-ad sales for Screenvision. "We
estimate and post off of Nielsen, we're in the IMS planning
systems and we're moving into developing engagement metrics.
It's a great way to extend the
4. MySpace Draws Ads by
Offering 'Safe' Content
By JULIA ANGWIN / June 21, 2006; Page B1
As part of the marketing effort for its big summer movie, "Pirates
of the Caribbean: Dead Man's Chest," Walt Disney Co.
last month held a contest on the popular social networking
To publicize the contest, Disney built its own "page"
on MySpace and bought an ad on MySpace's front page. But it
steered clear of the profile pages created by MySpace's nearly
85 million users -- the popular but controversial part of
the site where users post links to friends' pages, list their
likes and dislikes and display photos, sometimes including
scenes of underage drinking and sexually suggestive material.
"We would never be on a personal profile," says Jack
Pan, vice president of marketing at Disney's Buena Vista Pictures.
"We want to be in the official areas."
Disney is one of an increasing number of advertisers that are
cautiously starting to embrace MySpace. Acquired by News Corp.
last year, MySpace is one of the fastest growing and most
heavily trafficked sites on the Internet, and its largely
teenage membership is very attractive to advertisers. Marketers
worry, though, about the site's reputation as an uncontrolled
virtual community where pornographers and sexual predators
are known to lurk.
To draw in advertisers, MySpace has quietly begun building
an array of new sections, highlighted on the front page, that
deal with subjects ranging from books and movies to games,
comedy and horoscopes. The areas, which contain articles written
by editors and links to related blogs and groups elsewhere
on MySpace, are meant to be "safe" for advertisers
that want to appear on the site but don't want to be associated
with unsavory material.
The new sections are also part of a larger News Corp. effort
to turn MySpace into a full-fledged portal that can compete
with Yahoo Inc. Although News Corp. has been careful not to
micromanage the wildly successful site, it has been quietly
beefing up its features -- adding, for example, video downloads
and instant messaging -- to make it look more like a regular
Next up: an overhaul of MySpace's search engine. The company
is talking to Google Inc., Yahoo and Microsoft Corp.'s MSN
to determine which would provide better search technology.
Chris DeWolfe, chief executive of MySpace, says that search
represents "a pretty large revenue opportunity,"
and that the company expects a search partner to be chosen
within the next six months.
News Corp. has taken other steps to beef up MySpace's ad sales,
including hyping the site to advertisers attending the annual
programming presentation of a sibling division, the Fox TV
network, in May. The company also recently poached AOL's top
ad sales executive, Michael Barrett. He is now chief revenue
officer for Fox Interactive, the News Corp. unit that oversees
In the meantime, the site is showing promising results drawing
advertisers to its so-called safe areas. In addition to advertising
in the topical sections, Disney, DaimlerChrysler AG's Dodge
and others are paying tens of thousands of dollars to build
"profile" pages to promote their brands.
Rich Greenfield, an analyst at Pali Research, estimates that
MySpace generated ad revenue of $15.5 million a month in May,
up from about $2.5 million a month when News Corp. announced
the acquisition last July. At that rate, he estimates, MySpace
will take in $200 million in ad revenue in 2006.
To be sure, MySpace remains a controversial site among parents
and law-enforcement officials. Several state attorneys general
are pushing MySpace to provide more safeguards for children
on the site. Republican Rep. Michael Fitzpatrick of Pennsylvania
recently proposed a bill -- the Deleting Online Predators
Act of 2006 -- that would restrict minors from accessing sites
such as Facebook.com and MySpace at schools and public libraries.
And just yesterday, the family of a 14-year-old Texas girl
that says she was sexually assaulted by a man she met on MySpace
sued the company for $30 million top.
In response to these concerns, MySpace has hired a chief security
officer and beefed up some safety measures. The company is
scheduled to announce additional steps today, including preventing
members over 18 years of age from contacting 14- and 15-year-olds
they don't already know without their permission, and giving
all users more control over their privacy settings. Tomorrow,
the company will participate in a conference in Washington,
D.C., about online safety.
Marketers say they appreciate these moves. "A key condition
of working with MySpace was that they were working on safety
issues," says PepsiCo Inc. spokeswoman Nicole Bradley.
She says the company's MySpace programs "run on screened
sections of the site that are pretty mainstream." Pepsi's
Aquafina has been sponsoring the MySpace Independent Filmmakers
section since January. And Pepsi's Sierra Mist lemon-lime
drink has sponsored the Comedy section since it launched a
Still, it isn't clear how much attention MySpace users will
pay to these advertiser-friendly areas. Many users spend most
of their time on their own pages and those of their friends.
MySpace says its well-established music section has about
8.1 million unique visitors each month, while the video section
-- which was introduced in April -- attracts about seven million
visitors a month. In contrast, overall traffic to MySpace
hit 51.4 million a month in May, according to comScore Media
Metrix, up from 15.6 million a year ago.
Advertisers can get some sense of their success by tracking
their pages' "friends" -- MySpace members who link
their page to the advertiser's page, often to enter a contest
or for some other benefit. A profile page built for 20th Century
Fox's "X-Men III: The Last Stand" has attracted
more than three million friends so far -- in part because
of an offer that those who befriended X-Men would be allowed
to boost the number of "top friends" permitted on
their own profile pages to 16 from eight. Exit polling showed
that 15% of the under-25 audience for X-Men heard about the
movie on MySpace. (20th Century Fox is also owned by News
Similarly, Disney's MySpace page for "Pirates of the Caribbean,"
which offered people the first look at the film's trailer,
has attracted more than 70,000 friends. Another Disney film
with a MySpace page, a movie about dancers called "StepUp,"
has attracted more than 20,000 friends, some of whom entered
a dance competition to be in the movie.
"We've been able to really learn from the real fans about
what they like and what they are interested in and been able
to respond to them," says Mr. Pan, the Disney vice president
Write to Julia Angwin at email@example.com
5. Advertisers Change Channels
New Media Advertising
hits all-time high as Traditional Media pays the Price. (April 21, 2006) top
In another clear sign that times are changing for the advertising
industry, a new report said that Internet advertising revenues
in the United States in 2005 totaled $12.5 billion, an all-time,
The report, released Thursday by the Interactive Advertising
Bureau and PricewaterhouseCoopers, said the 2005 total represents
a 30 percent increase over 2004. Revenue in the fourth quarter
of 2005 was $3.6 billion, a 34 percent boost from the same
period in 2004.
“Interactive advertising continues to experience tremendous
growth as marketers experience its overall effectiveness in
building brands and delivering online and offline sales,”
said Greg Stuart, chief executive of the Interactive Advertising
“We are confident that this growth trend will continue as more
marketers find interactive to be an imperative,” he added.
“Additional platforms, including broadband video, gaming,
IPTV, and others, continue to emerge as real opportunities.”
Keyword search drew the most ads,
posting revenues of $5.1 billion, or 41 percent of the overall
total. Classifieds was second with $2.1 billion, while email
was third with $251 million.
More Mass Audience
As the concept of a mass U.S. audience
fades further and further into history, advertisers are casting
about for new formulas that go beyond traditional media such
as television, radio, and print.
Numerous studies commissioned by the
advertising industry tout the growth and importance of new
media such as the Internet, cell phones, digital video recorders,
on-demand video, and PDAs.
But the industry still looks at new
media with some skepticism. The marriage between advertisers
and the triumvirate of TV, radio, and print goes back at least
a half century and still draws the lion’s share of U.S. ad
But as the IAB study shows, that is
gradually being eroded as more companies shift significant
portions of their ad budgets to new media.
“Given that advertising is growing
at 5 percent and new media is growing at 30 percent, the other
media are absolutely losing share,” said Mr. Stuart.
“The targeting is better on the Internet,
given the ability to identify purchasing moments. Marketers
spend an awful lot of money telling traditional media they
don’t know what their ads are doing,” he said. “With the Internet,
they know exactly what’s going on.”
There is much greater accountability
in direct and brand marketing campaigns on the Internet, he
A recent survey by Forrester Research found
that advertisers are slashing their TV ad budgets and increasing
the amount of money they are spending on online advertising.
They are also losing confidence in the audience metrics of
Ninety-seven percent of advertisers told Forrester that the
TV industry will need new audience metrics, other than traditional
program ratings for the advertiser, to truly measure the reach
and effectiveness of their ads.
6. Marketers Cast Around
on Net, but It's Still a Fishing Expedition (By Rance Crain / Published: June 11, 2006)
Al Ries, the positioning and marketing whiz who writes a column
for AdAge.com, talks to marketing people all over the world,
and he says he doesn't find anybody who is confident about
putting their money into the Internet. "Everybody is
doing it, but they don't feel confident it's going to produce
/ MEDIA POST
Web Slows Worldwide Ad Expansion, Marketing Too by Joe Mandese, Monday, Jul
AT A TIME WHEN THE U.S. and world advertising marketplace should
be expanding to keep up with the general economy, the rate
of advertising expansion is being kept in check by a surprising
source: The Internet. That's the conclusion of what may be
the first global forecast from a major media buying group
to look at both advertising and marketing services. The study,
"This Year Next Year Worldwide" from WPP Group's
GroupM unit, suggests that the rapid expansion of supply of
online advertising opportunities is helping to satiate demand
from marketers, keeping media price inflation in check for
the overall advertising economy, especially in major markets
such as the U.S. "At this late stage of the economic
cycle one would normally expect media growth to have run well
ahead of GDP as healthy profits finance excess demand for
diminishing media reach," the GroupM report says, noting,
"One thing stopping this is the growth of the Internet
in developed economies. Its audience is growing even faster
than its incoming tide of advertiser money, so it is actually
getting cheaper. At the same time it is attracting cash from
the big but fragmenting and hence inherently inflationary
media, whose valuable reach is in shortening supply."
The report indicates that TV remains the No. 1 growth driver
for the global advertising marketplace, but that the Internet
has become the second biggest contributor. On a global basis,
the Internet will account for 21 percent of the world's ad
spending increases in 2006 vs. 52 percent for TV. In developed
markets such as the U.S., the Internet is actually the dominant
factor. According to GroupM, the Internet will contribute
to 37 percent of ad spending growth in 2006 in North America.
TV, by comparison, will contribute 33 percent of North American
ad spending growth, followed by newspapers (11 percent), magazines
(9 percent), and outdoor (6 percent). Radio, the most lackluster
of any major medium, will contribute only 3 percent of the
North American ad expansion this year (see related story in
today's MediaDailyNews). top
The role of the Internet as an advertising growth engine is
even more pronounced in Western Europe, where it will contribute
44 percent of the region's ad spending growth this year. In
developing markets, the Internet is much less of a factor,
according to GroupM, contributing only 4 percent of the growth
in "emerging Europe," and 3 percent of the growth
in Latin America.
Worldwide media-based ad spending is projected to rise 6.1
percent to $367 billion in 2006, according to GroupM's estimates.
That's modestly slower than the rate of growth of marketing
services such as PR, direct marketing, promotion and sponsorships,
which are slated to rise 6.3 percent this year to $306 billion.
GroupM says the expansion of marketing services would actually
be faster, as well, except for the role of the Internet, which
has displaced money that would ordinarily have gone into non-media
"It is usually assumed that marketing services are growing
faster than media advertising. Our figures suggest this is
indeed the case in North America. But not in Europe, where
direct marketing - the main element - is holding rather than
gaining share," the media agency network explains, noting,
"The most likely reason for this is internet substitution
for costlier direct mail - and nearly everywhere internet
is categorized as a 'medium' rather than the marketing service
which it increasingly is."
Joe Mandese is Editor of MediaPost.
2. Marketers Demand Audited Ad Figures From Online Publishers
/ Thursday, Aug 10, 2006 8
A GROUP OF EIGHT MAJOR marketers including Colgate-Palmolive,
Ford Motor Company, and Visa on Wednesday demanded that online
publishers provide audited advertising figures based on industry
guidelines by mid-2007--and certify that their underlying
ad-counting process is consistent and reliable by 2008. They
warned that only audited and certified numbers would be used
for payment against their interactive marketing campaigns.
Major marketers that say they will require audits by next
year include Kimberly-Clark, BMW, HP, ING, and Pepsi. top
Advertising Bureau in 2004 issued ad measurement guidelines,
as well as procedures for the auditing and certification process.
Last spring, the IAB also announced guidelines for broadband
video commercials. The overall aim of the guidelines is to
ensure consistency in the online marketplace, where companies
are spending an increasing proportion of their ad budgets.
The IAB guidelines recommend that online publishers hire independent,
third-party auditors to conduct the certification process,
but do not designate specific firms. Major accounting firms
such as PricewaterhouseCoopers and Ernst & Young are among
those that typically handle ad audits with oversight from
the nonprofit Media Rating Council.
How GoogTube Merger Will Change Online Media and Marketing
Predictions About Long-Term Impact
By Abbey Klaassen and Gavin O'Malley / Published: October
15, 2006 top
(AdAge.com) -- What does Google's $1.65 billion acquisition
of YouTube really mean for the future of online video-related
media and marketing? That question has been ricocheting around
boardrooms, business offices and bar stools throughout the
industry since the merger was announced last week. Ad Age
asked five highly respected authorities for their take on
the landmark deal and its implications for the world of digital
advertising. Read or listen to their answers below.
Google did the deal with MySpace and is paying them $900 million.
If you think of similar scale and video-ad inventory, which
is at a higher CPM than text, you're talking about probably
a year to two years to recover that money [spent to buy YouTube]
and that should be enough. ... But the other side of YouTube
is beginning to emerge ... as a huge marketing vehicle for
the whole entertainment industry, signing up with movie studios,
music labels and TV networks. ... That is going to be a learning
curve for Google because it hasn't really done it. ... The
fact that YouTube has that attractive audience, which all
of these people want, will force Google to think in that direction.
CEO, Roo Networks
Short-term I think that we'll probably see better sorting
of the content. The problem user-generated sites like Google
and YouTube have had in the past is ... you're not sure what
your ad is going to be in front of. The single most important
thing to an advertiser is their brand, and they want to be
assured that their brand is being displayed in front of what
we call trusted content, which is content that is suitable,
not overly violent, there's no nudity or obscenities in it.
One of [YouTube's] challenges is that it is potentially in
a position now where it might be seen
as a threat to the large content providers. ... This really
starts to take them into the media area where they're competing
with a lot of the major cable [channels] and traditional media
Senior VP-venture, Denuo
I don't think it's about just simply taking AdWords and just
putting them into YouTube. This is about how do you take current-generation
technology and further radiate video out into the world. In
places like search results, AdWords, can you bake in video
ads like you bake text into thousands of websites? This is
about literally moving video to the next level ... and that
should give hope to all these other companies out there that
are focused on particular pieces of video model-Revver, Spotrunner,
Brightcove, Pando, the Venice project, etc. -- that either
they can be part of a solution themselves or as part of the
Google hegemony or the Yahoo hegemony or the Microsoft hegemony.
Chief creative officer, Brand New World
With video you can really take the richness of a brand's creative
and bring it to life. If I sell shampoo and I'm interested
in reaching women who want voluminous hair, if that's a word
tagged across the video, now I've got an opportunity to link
to video that's a little more contextual. It's not just a
random preroll. ... Some advertisers-Pop Tarts' webisodes,
the "Dear Jet Blue" ads-are doing things that look
and feel user-generated but they're brand-centric. The challenge
is: How do you get inside the vernacular of that user-generated
video? How do you create something fun and a little lo-fi,
with less production cost? It's more about short, sweet, crisp
and cracks a smile. And if you can do that across content
categories at a lower price, that's smarter than cutting down
Digital chief strategy officer, MindShare
Google's very good at algorithms, looking at a web page and
putting an appropriate ad next to that. Video's a different
ball game, but YouTube's video is tagged. So Google can use
its algorithm, see how people tag these videos and serve an
ad that makes sense. ... As advertisers, we might start to
choose keywords that are important for our video. So if you
have a commercial that's cool and urban, we could say: Here
are the five or six key words that really summarize this content,
and Google could match an ad with how we describe it. top
Chairman and publisher of Federated Media and founder of Wired
There is one very simple fact that makes it possible for Google
to buy YouTube over nearly every other possible suitor: Google
has a monetization engine right now, which essentially halves
the purchase price from the outset. No other suitor has AdSense,
which allows Google to be comfortable with its ability to
make money off YouTube inventory. Add to that Google's position
in the media world as a "switchboard" or distribution
player. The company has made it clear it does not want to
be a leader in the world of content creation, and [is] therefore
an ideal partner for the very media companies who fear YouTube's
potential to become both a copyright rathole and a potential
content competitor in its own right.
Media veteran and BuzzMachine blogger
Google won't monetize just YouTube. It will monetize video
anywhere it is played on the internet. As TV explodes, we
don't need more content or distribution -- we have plenty
of both -- but we do need ways to find what we each want to
watch. How do we find everything else today? Google, of course.
So it's natural for Google to help us find TV to watch, and
it will make money there. Google will place advertising on
the video it serves. But more important, just as Google serves
ads with text anywhere on the internet, it will place advertising
on TV wherever it is served -- on our blogs, via peer-to-peer,
by distributing big-network TV, or by helping the rest of
us share our shows. In the end, we all become producers, we
all become programmers, we all become networks, and Google
helps us all make money.
More News to Come....
By Daniel Sage / President of MobileAdMarketing.com (300,000
Mobile Ad Spaces Available in 300 Markets in 48 States)