The sub-optimal digital media buying process

October 15, 2009 Leave a comment

There is a lot i have to say about this topic but i would like to keep this post short. Related to this issue I was reading a very good article by Darren Herman on Ad Networks Platforms vs Demand Platforms which you can read here:

http://www.darrenherman.com/2009/10/14/ad-network-platforms-vs-demand-platforms/

What i liked about this article is the wishlist that Darren has written in his blog entry. Please do comment on what you think about this issue.

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How should a new online service use Facebook

October 14, 2009 Leave a comment

As we are working on the launch plan for our product we have dived deep into Facebook. We are trying to figure out how should we use Facebook? We have two choices in front of us:

a.Use Facebook to promote awareness about the brand and as a location  for distribution for the product

b. Use Facebook to give consumers the experience of the product without leaving the Facebook environment.

There are pros and cons to both the approach. Most publishers want to use other online mediums to drive traffic to their site. To that extent the focus is on building the publisher site as a location. If that is the objective then approach a works well. However in todays world more and more publishers are discovering the power of going to the destination where the consumers are. Lots of publishers are discovering the power of syndication to distribute their content or service.Google off-course did it very well with their Search syndication. This trend is becoming very popular with video creators and others. Most of the publishers who create content now-days apart from putting the content on their site are also actively distributing the content on Youtube, Vimeo, Dailymotion, Metacafe, Facebook etc. Most of the publishers are embedding ads in the syndicating feed which benefits them directly. So they no longer care where the content is being watched, they still make revenue.

Facebook with its 300 mn+ user base is off-course the most important destination for all publishers going forward. Increasingly more content both video, text and photos will be consumed by consumers without leaving the Facebook environment using an app. So i am trending towards  leveraging Facebook to give consumers an experience of our service without leaving the Facebook enviornement. However i am opening this out to debate and would be happy to hear your views.

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Hello world!

October 12, 2009 1 comment

Hie Online Video world. In this blog i would like to share how consumers video watching experience will transform over the next few years. I would also discuss the whole business model that will emerge to support the new online video-ecosystem, the changes that will happen to the current TV advertising and measurement system, the big tsunami in the cable subscription business and the overall impact on how marketing folks across the world will re-think their brand building and marketing programs. So welcome again and thanks for dropping by. Would love to have you engage with me either through your comments or by writing directly to me.

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