IPTV and Advertising Dollars
Re video ads of the near future, someone in a WebmasterWorld thread assumed they would be contextual. I don't think that's the type of advertising market that represents a new growth sector. Check out what Joost is up to for a sample of what's coming down the line in the next few years. This is bigger than YouTube and video ads on a website publishers website.
IPTV will be television broadcast from anywhere in the world about virtually any subject you can think of. The barrier for entry will be lowered and your choice of stations will grow tremendously. Who will control this advertising network that is ready to spring onto the internet? Joost? Google? Traditional media networks?
http://en.wikipedia.org/wiki/IPTV
Video over broadband probably isn't going to be about contextual advertising. You can slice the demographic up according to what they're watching, like sports, music videos, etc. but you're basically segmenting an audience in the same way traditional cable and TV have always done it. If Adult media is an indicator of where IPTV is headed in the future, then you're looking at a subscription model, plus video on demand, similar to cable television. But also free IPTV subsidized by advertising.
The kind of advertising may depend on where in the house you're watching IPTV. If you're streaming IPTV through a box to your Television, then there are no links to click. We're back to regular television and the branding type advertisers that throw money at that.
If the viewer is on a computer then yeah, they can pause a commercial and click through and buy a fancy pan, ab workout machine, grass fed lamb, make a restaurant reservation, etc.
But will people feel comfy watching movies and television shows from a computer monitor in a computer chair? Or will they take advantage of the choice of hundreds of thousands of channels and stream the video to a traditional screen and enjoy it on the trusty old sofa?
Who will control the marketplace for advertisers?
IPTV will be television broadcast from anywhere in the world about virtually any subject you can think of. The barrier for entry will be lowered and your choice of stations will grow tremendously. Who will control this advertising network that is ready to spring onto the internet? Joost? Google? Traditional media networks?
http://en.wikipedia.org/wiki/IPTV
IPTV (Internet Protocol Television) is a system where a digital television service is delivered by using Internet Protocol over a network infrastructure, which may include delivery by a broadband connection. A general definition of IPTV is television content that, instead of being delivered through traditional broadcast and cable formats, is received by the viewer through the technologies used for computer networks.
Video over broadband probably isn't going to be about contextual advertising. You can slice the demographic up according to what they're watching, like sports, music videos, etc. but you're basically segmenting an audience in the same way traditional cable and TV have always done it. If Adult media is an indicator of where IPTV is headed in the future, then you're looking at a subscription model, plus video on demand, similar to cable television. But also free IPTV subsidized by advertising.
The kind of advertising may depend on where in the house you're watching IPTV. If you're streaming IPTV through a box to your Television, then there are no links to click. We're back to regular television and the branding type advertisers that throw money at that.
If the viewer is on a computer then yeah, they can pause a commercial and click through and buy a fancy pan, ab workout machine, grass fed lamb, make a restaurant reservation, etc.
But will people feel comfy watching movies and television shows from a computer monitor in a computer chair? Or will they take advantage of the choice of hundreds of thousands of channels and stream the video to a traditional screen and enjoy it on the trusty old sofa?
Who will control the marketplace for advertisers?
- Will YouTube morph into a powerful IPTV station where instead of short videos you can tune in to the Flamenco channel, 24 hour amateur football originated in Britain or a goth channel from Akron, Ohio?
- What are the implications for the cable/broadband networks?
- Will the cost of cable entertainment collapse or increase as they migrate to HD IPTV?
- Will these networks enjoy the majority of the IPTV advertising revenue?
Search Engine Commentary by martinibuster || IPTV and Advertising Dollars
