Animas Weblog

Google and Microsoft could both potentially gain from the fragmentation of the TV ad market, if the paradigm shifts toward a more personalized interactive model. Small technology companies might have a chance to get into this vacuum and provide innovative ways for advertisers to reach viewers in the chaos of content. But Microsoft also has a very strong play if they can drive adoption of their IPTV platform, first as as a mere technological substitute for a broadcast-oriented customers, and then by offering value added services to customers that move toward a more interactive format to win and retain subscribers. If Microsoft could broker ad placement across large cable operators’ programming just as AdSense and YPN do across pages on the web, advertisers could place their ads directly with Microsoft rather than through the cable operators. Microsoft’s IPTV may be the fox in the hen house.

These two posts from Battelle (advertising is content) and Godin (what happens to radio) intersect with a tangent from this post of mine about Google competing for the TV ad market. I refer to the fact that “IPTV will come along at some point and scramble every paradigm about TV programming, advertising, consumption, control, […]

I’ve got mixed feelings after reading this ZDnet commentary about Google going after the TV ad market and hearing similar stories elsewhere. TV ads represent a huge, but diminishing and increasingly fragmented chunk of attention in the US ad market. Personalized, one-to-one advertising could improve efficiency so dramatically in this space if it’s […]