Brian McLane

Media and Social Commentary

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IPTV, VOD, MOBILE VIDEO and MONEY

April 29th, 2010 · No Comments · Social Commentary

As the president of iProgram, I’m exposed to a lot more than mobile marketing initiatives. With GCMP.tv – it’s more about media relations and content distribution strategies in the digital realm. But – how to monetize? Ah that’s the question.

The TV industry is in the middle of major changes. Advertising budgets are being slashed, approximately a 10-15% – Rupert Murdoch has admitted that broadcast spends have fallen off a cliff.

But the potential that new advertising techniques promise to deliver, including from the internet as convergence nears, advertisers are starting to get excited again about being able to communicate with targeted audiences so as to drive greater responses to their offerings.

The internet itself has led the way in interactivity, targeting and addressability, which the digital TV space can learn from despite being quite different. Now with tagging technologies that allow people to go to a specific spot in an online video, or software such Klickable – the door is open new revenue streams.

As always, ROI will be determined by metrics and increasing trend forecasting middleware as people start to build on their familiarity with TIVO and begin to “build their own networks”. Product placement strategies will replace the old fake news and satellite media tour business – as advertising as news becomes advertising as content.

The current business and campaign models are undergoing a massive change. I will be speaking about this tomorrow at 11:30 am on RTT News in Buffalo.

Try and tune in online.

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