Look around you and you will not only see the web morphing into a video medium and print/catalog sites dying in their wake, but we are experiencing a cultural transformation of how media is consumed.
Less eyeballs are on TV and more original programming on YouTube is developing large audiences and the founders enriched by acquisition. More importantly web banner advertising has been a total failure. Folks ignore web ads and mobile formats filter them out. Video programs allow for 30-60 second video pre-rolls. Now essentially there is a 1:1 ratio of advertising to content- each performance on Idol on the web for example, requires consumption of a 30-second spot to see, and each person gets a different ad served targeted to their needs and interests as mined by Google and Facebook and then sold to the advertiser.
No wonder why PPC ads are on life support! On the other hand imagine the greater potential never before explored of a domain as a broadcast medium- even fronted by a celebrity!
The CBS This Morning and USA Today mobile apps are eloquent and revive show and tell reporting in byte-szed pieces that today's multi-tasking,over stimulared audiences can handle.
As an example AdAge writes today, "Everyday Health will acquire EQAL, the production company behind some of YouTube's earliest scripted hits -- Lonelygirl15 and Kate Modern -- as it looks to expand into new genres.
EQAL founders Miles Beckett and Greg Goodfried and 80 employees will join Everyday Health in the deal. Neither company would discuss the terms, but TechCrunch caught wind of it last week and pegged the price at $15 million plus a $5 million earn-out.
It's the latest production company to change hands as media companies look to bring on expertise in different genres on YouTube, as well as building and managing an audience there.
One of the biggest, Revision3, was acquired by Discovery Communications in May. In June, Alloy Digital acquired Clevver Media, which operates several popular channels. Alloy acquired Generate in January and B5 Media in April.
With Lonelygirl15, EQAL brought a world of scripted programming to YouTube in 2006 and pioneered the kind of social marketing and community-building widely used by producers today. While EQAL never had another hit of that scale, it applied its learnings to new business such as branded content, social media marketing and building communities for celebrities.
Its content offering includes more than 40 media properties, such as ?JenniferLopez.com, Kraft's RealWomenofPhiladelphia.com, WalkWithWalgreens.com, and LaurenConrad.com."
Note that none of the action is occurring on dotTV and with so much time passed, we can say that the future has passed dotTV by.
All Ads Portray Websites as Video Medium; Dan Rather Anchors Twit Tap on USA Today
Source: http://fragerfactor.blogspot.com/2012/09/all-ads-portray-websites-as-video.html
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