Slowly but surely, through careful experimentation and continuing technology development, the major media companies are starting to see the framework for their future business models emerge.
At the Cable Show in Chicago this week much of the interest shifted from content to technology. Tablets were being shown everywhere and programmers were blasting their intention to offer their content on every platform in creation. A picture emerged of an ecosystem in which a tv network could serve video ads differently on every platform, using interactivity, related text and images and even the ability to tether ads from one platform to another (for those of us who multitask and have our IPad or Phone out while watching TV.
The most interesting demonstrations came from technology companies that were part of a new universe of businesses that were building the new video advertising infrastructure. For the first time there were demonstrations of multi-tiered systems that were able to not only serve video advertising across several platforms, but could also allow for coordinated multi-media messaging, which begins to look like the future of advertising.
For the first time television programmers can see a world where they can monetize their viewers and all the platforms those viewers use. This will come just in time, as at least one major network found itself in an interesting situation about a month ago. A couple of NBC shows apparently were view MORE by people accessing the show on digital platforms than on the air when they were first aired. Consumer power to watch whenever they want is growing every day.
The system I saw demonstrated also allowed the advertiser to view a dashboard watching the resulting response to their advertising on multiple platforms, including Ipads, Android phones and tablets, and even the old reliable 60″ plasma.
http://www.businessinsider.com/at-cable-show-new-video-advertising-models-2011-6
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