Where AD dollars are moving over the long tail!

Ad dollars are moving away from the traditional leaders on ad-spend to new platforms, specifically out-of-home and internet platforms. This shift will also include newspapers moving from first to second till 2010, when it will move to third place behind internet and digital platforms and broadcast TV.

This coming shift will further cement the significance of digital media and present both a challenge and opportunity for content producers and digital platforms as they work to make and faciltate those strategic partnerships that will pay the biggest dividends.

Her e is a link to an extensive study with lots of stats - http://www.vss.com/news/index.asp?d_News_ID=177

Unique paid content model to distribute ads/social networking information

Avenue A is taking a step in the direction of banner ads helping to promote content and UGC. Through a new initiative that will take advantage of real estate on key sites, Avenue A will embrace the power of placement as a way to promote social networking while allowing users to add information and feedback ot the actual banner ad.

The really interesting thing about this is that the ad will be generating revenue while not only promoting a specific brand or service but getting users to add to and advance media & content.

Advertising - Inventory Partitioning

It was can be seen as as future ad/business model that will most likely be embraced by many other ad-networks as digital advertising networks will be able to post ads and choose from real estate on all platforms (mobile/on-line/etc...) as opposed to being only able to choose from one platform at a time. AOL is pushing this initiative forward through their Platform A brand, which is borrowing from ad agencies in Japan et al that already offer this form of Inventory Partitioning.

Great news that will likely make things easier for publishers/buyers alike.

Another key move on the right track to better ROI

A new company backed by the ex head of Endemol is actively and aggressively getting its name out and brand positioned as a go to company and a key to the solution of the lack of good models for distributing TV content to the web, mobile, and IPTV. Although the new company, My Video Rights - http://myvideorights.com/Home.aspxt, is backed by U.K. companies, and investors, and most of the content plays are in the U.K. and is focused on U.K. content it is a very welcome addition to a space that needs strong TV distribution experience to take advantage of, and maximize digital opportunities. Definitely a company to keep a watch on.

Will hyper targeting increase CPM and ad-revenue for content owners?

One of the key growth areas for many social and video platforms is the possibility and option of hyper-targeting ads to specific information/content/etc... that can offer the closest thing to exact targeting of key demographics, in turn increasing CPM and a much stronger ROI for brands.

The question going forward will be how will this unique metric work on all platforms, and who will it benefit more - content producers or publishers and advertising and brand agencies?

On-line now more than Bite size!

Another recent article on the on-line viewing habits of key demo groups ;like 12-24 and 24-50 show the older demographic spending a lot more time watching full length video, and the younger dem. group watching more full-length programming as well, with increased focus on social networking, and other digital and on-line community elements. The elephant in the room is that it is harder for advertisers to accurately gauge where people are going to watch TV on-line.

3 screen strategy paying off?

A recent Nielsen study shows that more people are gravitating towards on-line to watch their favourite TV, shows with another study showing that on-line is no longer about bite size pieces or short-time viewing with most viewers looking watching more long-form and series programs on-line. While the TV experience and TV itself will never go away, it is just reinventing itself with people splitting their TV viewing over more platforms. The most exciting thing abut this study is the specific demo groups that are watching on-line/mobile/TV, with female viewers spending a larger amount of time on-line, and viewers under 24 using on-line in many different ways than just viewing of videos.

Here is a link to a downloadable version ot eh recent study by Nielsen. If you are involved in or interested in digital viewing habits this is a must read study:

http://www.nielsen.com/pdf/3_Screen_Report_May08_FINAL.pdf