In my last post, I said there might not have been a huge dominating story that defined 2009 in digital marketing. After all, ad spend growth was minimal, total audience growth was minimal and platform growth was not dramatic despite the continued but predictable growth in mobile.
The story of 2009 was not a dramatic one, though as I previously wrote it's tough to ignore the impact of NBC/Comcast. The story of 2009 is a continuing saga, specifically the improvements on basic audience targeting such as semantic targeting, contextual targeting and some different spins on buying them such as real-time bidding. At FOX, we have been a leader when it comes to targeting and we have incorporated these updates into our platform at a pace that allows our advertisers to keep pace with them. The story, and it is significant, is about that pace. I have noticed an acceptance of targeting as a strategy and an urgency toward adopting it. This will continue to attract big brands, bigger budgets and consistent revenue streams that will feed the biggest story of 2010: Record internet revenue growth.
Thursday, December 24, 2009
The *Audience* Tops 2009 News
I'm not really sure that there was a single story of the year for 2009. I'll discuss the ramifications of that in my next blog post. But for the purposes of this one, I'd have to say there was a lot for content, and marketing executives to chew on, as a result of the Comcast/ NBC Universal deal. The reason for selecting it as the top news event is simple but not obvious: audience.
That's right. Even though there's the drama of big names and big money and the possible boost it will give to interactive TV, this deal is most significant for its game-changing creation of a huge and engaged audience. Take it from a competitor of this new company, it is the size and quality of the audience that will position it as a leader in the digital marketing space. Comcast brings its cable properties, for sure, but it also brings its addressable audience of active online users. NBC, you could argue, will gain a new audience for its online content from this deal, and that audience is extremely valuable.
The combination of content and audience will comprise a most formidable online ad vehicle next year, and for years to come. The TV networks are well-positioned to play here; portals are still trying to catch up. I don't think any marketer can lose on insisting on excellence and optimization in both areas.
That's right. Even though there's the drama of big names and big money and the possible boost it will give to interactive TV, this deal is most significant for its game-changing creation of a huge and engaged audience. Take it from a competitor of this new company, it is the size and quality of the audience that will position it as a leader in the digital marketing space. Comcast brings its cable properties, for sure, but it also brings its addressable audience of active online users. NBC, you could argue, will gain a new audience for its online content from this deal, and that audience is extremely valuable.
The combination of content and audience will comprise a most formidable online ad vehicle next year, and for years to come. The TV networks are well-positioned to play here; portals are still trying to catch up. I don't think any marketer can lose on insisting on excellence and optimization in both areas.
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