Why? Because everyone now knows that if you have a smartphone you can magic up whatever TV content you want and - with a Chromecast or an Amazon Fire - throw it onto the nearest big screen. And the wealth of video content available on demand through your smartphone, makes the stasis of the EPG seem so outdated. Amazon now even allow US users to download their Prime content so you are no longer at the mercy of connectivity.
The Doc Searls article we shared last week caused quite a debate on Twitter; partly because of the language – terming adtech as cancer is a little strong - and partly because of the view that you can divide advertising into two neat piles – brand and response – and the idea brand advertising doesn’t need adtech. (As we will highlight in our event we think adtech can be used really well for brand advertising)
But his general points have some merit. Talking with two senior publishers in the last week we hear they don’t believe adtech and programmatic is doing them any favours. And one is of the view that letting Facebook handle all their inventory that they don’t trade direct with clients will work out fine. The thoughts of this former Forbes exec seem to sum up the thoughts of many on the publishing side.
If there is to be a micro payments solution for content it’s going to take advantage of Bitcoin to remove the friction of credit card payments etc. And Blockchain could resolve the issues of attribution of content so well demonstrated by the freebooting of YouTube videos onto Facebook (Facebook have a set of new tools to better police this problem)
Richard Branson is taking a keen interest in Bitcoin and Blockchain too – hosting an event in Necker Island along with Tais’ company. Here a bunch of very smart people got together to discuss the opportunity and the issues. Fix friend Oliver Luckett made the point that using Blockchain to track how content gets shared could be hugely valuable.
Just because you can doesn’t mean you should. Autoplay on videos has always seemed an irritation to us – you read a story on the latest sensational signing by Leeds then move to another tab to get back to work and suddenly you can hear an ad playing – but it takes a while to hunt down the offending tab. For some poor unsuspecting brand that’s a video view?