November 2008

Another dent in tv’s advertsing revenues

YouTube has just started auctioning video positions to the highest bidder – Adsense paid search results for video. (tip o’ hat to Marshall K at Read Write Web ) Along with yesterday’s announcement that full length feature films from MGM are to run on YouTube, that’s another dent in broadcast tv’s audiences, and revenues.

There’s already a good selection of brand commercials on YouTube: there’s a high definition service too. If you were running a commercials agency, wouldn’t you put some budget into YouTube? If only as a hedge against falling broadcast audiences – and with the potential to earn larger production fees on long films.

How long before we see broadcast tv being used to trail long ads on YouTube? It’s a technique that’s already been used by advertisers like the Army (who also offered mobile video, iirc). The idea that TV may not be the prime channel, that it’s just feding others, will make some old Madison Avenue & Soho admen rotate in their graves.

The world’s changing, and fast.

Starting a business community

As you’d expect, Teligent gives a very quick & precise heads-up on adding community to a business:
6 Things For The Community Strategist To Think About

You’d think that folk starting social businesses would get past the technology & think about what their users expect – should a start-up be fortunate enough to have any users… Last year Rapleaf upset some folk when early adopters felt their privacy had been violated. Rapleaf reacted quickly, and a crisis was avoided.
This year, socialminder managed to stir up the privacy storm.

Two things to note.
1 The storm raged faster & more intensely this time around, as Twitter spread the ‘news’.
2 Early adopters have different expectations from later mass users… they’re probably *more* sensitive to privacy abuse. (I’ve no science to back this up, just years of watching 😉

socialminder (& indeed rapleaf) aren’t doing anything that Plaxo et al get up to – but the mass user perhaps doesn’t manage their network reputation as sensitively as tech-savvy early adopter types. That’s a challenge for any savvy startup in this area – early adopters are (probably) a vital part of your launch strategy. Their feedback can iron out many bugs & unintended design consequences.

Technorati Tags: , ,