The Future of Apple
Posted on February 20, 2010
The Need:
Since the turn of the century Apple evolved from a secondary computer company into the most potent force transforming media. It is the premier Digital Media innovator as evidenced by the iPod, iPhone and most recently the iPad. Basically each introduction defined a new product category or enabled an incipient one to “cross the chasm” into mass market acceptance. More of the same is expected in the future, not only from products but also from transactional services.
Most any business affected by the future of media will be directly impacted by Apple’s future innovations. Moreover, its existing product lines alone will carry the company past the $100 billion revenue threshold in less than five years.
Revenue Forecast - Percent Sales by Product Line
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Will Consumers Pay for Hulu.com Videos?
Posted on November 7, 2009
Phil Leigh
Will consumers pay to watch TV shows and movies at the hulu.com website?
Hulu.com’s website hosts popular TV shows and movies after they have been released normally. Owners include Disney, NBC-Universal, and News Corporation (Fox). Viewers can watch shows for free but in exchange must also watch commercials since the videos are streamed and not downloaded. Last month, Chase Carey who is the President of News Corporation said that Hulu should start charging fees sometime next year. Presumably he envisions a premium subscription service providing more content or viewing time in exchange for a monthly fee. Read more…
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Thinking the Unthinkable about Video Ads
Posted on September 18, 2009
Phil Leigh
What if sponsors paid for video ads only when they are actually watched?
As John Wanamaker put it long ago, “I know that half of my advertising is wasted, I just don’t know which half.”
For over half-a-Century Nielsen audience rating have supposedly addressed Wanamaker’s question for television ads. It’s the foundation supporting a $70 billion annual business. It’s supposed to tell advertisers which programs viewers are watching and for how long. Given present computer technology it’s downright stunning when one learns Nielsen’s techniques for collecting its data.
With so much money on the table there’s a lot at stake. Some industry constituents want to update the measurement technology while others want no changes at all. Any changes are likely to upset somebody’s apple cart. That’s probably why progress in measurement methodology has moved at the pace of continental drift. Nonetheless, sponsors pay the bills and ultimately they’re going to demand more for their money. Read more…
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Behavioral Ad Targeting: Newspapers
Posted on July 30, 2009
Phil Leigh
If you would like to learn how newspapers and TV affiliates can generate incremental ad revenue by selling behaviorally-targeted Internet ads to local businesses, this audio is for you.
Behavioral-targeting is one of the keys to success in online advertising. For example, consider how online merchants such as iTunes and Amazon.com are among the most successful websites in terms of translating visits into sales. There are two reasons why their conversion performance is exceptionally good. Read more…
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Getting Viewers to Click on Ads
Posted on July 9, 2009
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If you would like to know how consumers will learn to click on banner and overlay ads, this video is for you.
As video moves to the Internet many question the effectiveness of new forms of advertising such as clickable banners and overlays. The concern is justified since it is well known that traditional banner click-through rates are low. The industry worries that rates will drop even lower on overlay ads appearing on TV screens. Read more…
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Why Project Canoe Will Fail
Posted on July 1, 2009
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If you would like to learn why the Cable Industry’s effort to provide addressable advertising will fail, this video is for you.
Last year a consortium of six leading CATV operators formed a joint venture termed, Project Canoe, to develop a standard platform to deliver addressable and interactive commercials over cable systems. The industry is abundantly aware of the threat that Internet targeted advertising represents and Canoe is their response.
In our analysis there are five reasons it will fail. Read more…
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Training For Internet Advertising
Posted on May 12, 2009
Leslie Laredo, President, The Laredo Group
If you would like to learn how advertising agencies, media buyers and other media professionals learn their ways around new media, this interview is for you.
Our guest today is Leslie Laredo who is the President of The Laredo Group . Her company is a leading training and consulting firm concentrating in online advertising buying and selling, search engine marketing, and site optimization. The Laredo Group provides general sales training for companies and individuals, media training for buyers and sellers, and custom consulting services for traditional, online, and cross-platform sales and marketing activities. Read more…
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Olympics and Court Action May Accelerate DVR Adoption
Posted on September 1, 2008
A recent appellate court decision, in combination with the NBC’s Olympic TV viewing experience, may well prompt acceleration in the adoption of DVRs (e.g. TiVo’s). I discuss the points with Jim Burger, who is a copyright attorney with DowLohnes in Washington D.C.
Originally Cablevision announced plans to offer a DVR (Digital Video Recorder) service to be hosted within the physical CATV network instead via on-premises equipment that must be installed in the homes of individual subscribers. One advantage is that the “networked-DVR” would enable Cablevision to roll out the service through many of the set-top boxes already deployed with subscribers. Thus, the company could avoid the expense of installing new set-top boxes for those subscribers choosing the DVR service. Read more…
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