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HeadMate R.Bochem
Dear Shelly Palmer, thanks for writing that reminder to the keepers of the 66 Bln.... The crew behind FLIRTFLEET TV under http://www.flirtfleet.tv is encouraging the keepers of smart money to capture the opportunity of nuturing this unique-and-potentially-proprietary-content-project... We pursue our plans of setting up a community and connecting a common digital playground closely with on air activities via mobile tv, web tv, iPTV and free national tv, so feedback upon on air action, product placement, sponsoring references and brand messages becomes easily measurable, countable and qualifyable... As long as there are no measuring tools sufficiently respected by the grand media agency networks, all that works is ... just trying to qualify your audience by yourself. Which we will be working on, once the project gets onto the launchpad in december hopefully... All the best R.B.
Of course, I agree. There are so many forces driving this. Consumer choice, advertisers hunger for addressability and accountablity, viewers demand for contextual ad content. But I suggest there may be an even larger shift under way. What if Google builds a video ad engine that is contextual, adressible, GPS driven, and able to deliver down to a zip code? A video service that provides a way to target with both a regional and contextual perspective? This is technologically doable - and in fact likely. Why does it matter? Because the future of Advertising may not be National Advertising at all? It may be that customers will expect, even demand that ads know both who and where they are. That a Coke ad in New York will have to be different than a Coke ad Atlanta or LA or Florida. And at the same time - it could actually provide a level playing field for regional and even local brands to emerge. What i'm suggesting is that the future of video ads might look more like the Yellow Pages than Prime Time on NBC. If technology means anyone can make a video for YouTube - why can't any business make an Ad for local/regional web media? It could be we're about to experience a renisance in localism. Hey Shelly, wouldn't that be cool?
Steve, I agree, with a caution. It's very likely heading that way. But lets not go overboard on addressability and targeted insertions. Brand-building is still an important goal for marketers and that requires shared experience. It's hard to imagine, for example, that Apple could have built the iPod brand with a bunch of privately targeted messages. iPod used outdoor, transit, and print along with TV. The objective was to build a shared awareness and brand image. While we wait for Google (or Comcast or anyone) to build this great vision of the future, today's Internet video pros have to eat. What they need to manage is the path from where we are today to the world you envision.
Emerging options for online content distribution are sure to change how many media & entertainment companies do business going forward. Anyhow, I thought I would take this chance to pass along an opportunity to have input into the development of this space. If you qualify as someone who makes decisions about distributing content online, Mercer Management Consulting will pay you $100 to complete an online survey about new options and business models content distribution. Visit http://survey.mercermc.com/digitaldistribution to get more info and begin the survey.

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