From my Forbes.com blog The New Persuaders:
The constant battle between TV viewers who want to watch their favorite shows when and where they want broadcast and cable networks that want to maintain their lucrative linear-TV business model is just the tip of a digital media iceberg. Fact is, people want to view all kinds of content, whether it’s TV shows, movies, games, or blogs and magazine stories, wherever they want. Inconveniently, that’s not necessarily on media companies’ own websites, where they make most of their money from advertising.
As a result, marketers and publishers alike are gradually realizing they need to reach people through their advertising on whatever site, app, or device they’re using, not just where they’d like them to be. At a recent event held by Google’s DoubleClick display-ad business, a couple of prominent online media executives said they’re well on the way to doing just that.
On the stage at the Google event were moderator Terry Kawaja, CEO of boutique investment bank Luma Partners; Neal Mohan, Google’s vice president of display advertising; Weather Channel (and former adman) CEO David Kenny; and Disney Interactive Media Group Co-President Jimmy Pitaro. Here’s what they had to say about how they’re dealing with the challenge.
Q: Is a $200 billion display ad prediction [made by Mohan last year] just wishful thinking?
Kenny: It’s not wishful thinking at all. The mistake is in assuming it’s in advertising units that exist today. The $200 billion could be $300 billion or $400 billion if it’s more of service to the consumer.
Q: It feels like the digital channel is still an adolescent. Isn’t a lack of new formats the problem? …
Filed under: advertising, display, Facebook, Google, mobile, social, TV, video, YouTube | Tagged: advertising, Disney Interactive Media Group, display, DoubleClick, Facebook, Google, Jimmy Pitaro, mobile, Neal Mohan, social, television, video, Weather Channel, YouTube | Leave a comment »