media web trail: follow up
in a previous post i poked at a few things going on in media that seem significant: the diversification of distribution channels for content producers and the proliferation of potential products to be packaged and distributed throughout the content creation process.
today fortune ran an article about the decreasing importance of upfronts. according to the article, media companies used to lock up 80% of their advertising revenues through this single source; in recent years, the sales process has evolved into a continuous engagement between advertisers and content producers. apparently the content producers are having some success selling “ad bundles”, which are “cross-promotional deals where advertisers purchase traditional spots on broadcast TV along with, say, the sponsorship of a program when it is streamed on the network’s website”.
for these ad bundles to grow, the content producers really need standardization of the various components of an ad bundle. they also need metrics to assess the effectiveness of the ad bundle, and the advertisers need a way to relate the metrics for the ad bundle to the metrics for a pure television spot.
a smart network is going to align themselves with some of the sharper firms doing analysis of brand advertising through channels other than television: quantcast, buzzlogic, admob, and the rest.
if you’re aware of any media partnerships with these media measurement firms that have proven successful with advertisers, drop me a line! i’m especially interested to learn if any firms are using immi: their technology looks rad.
