After 10 years, the Lightningcast team has finally been recognized as having invented online video advertising!
Category: Publications
Another Dirty Little Secret About Location Based Mobile Advertising
Over a year ago I published an article here titled “The Dirty Little Secret About Location- Targeted Mobile Ads.”
Here’s another secret.
The ‘secret’ disclosed in the article — that much of the location data available from marketplace sources, like mobile SSPs and exchanges, was fabricated, is now widely accepted, having since been studied and written about by several analysts, reporters and others (even several newcomers trying to draft off this story, most recently, Study: Rampant Data Fraud Poses a Threat to the Mobile Advertising Industry.)
The Dirty Little Secret About Location Based Mobile Advertising
As Sir Martin Sorrell said, location targeting in mobile is the holy grail of marketing. Reaching consumers when they are out and about, on the go, interacting with both the digital and real worlds together can actually fulfill the longstanding goal of ‘right ad, right person, right place, right time’.
Local Advertising Will Dominate Mobile Ad Spending
Mobile is local. Mobile devices are inherently local tools. Not exclusively – no doubt people use their smartphones for all sorts of things that they might also do on a wired computer at home or at work – but more and more we are seeing data that enforces the intuitive idea that people use their phones when they are “out and about”, “on the go” interacting with the world around them.
The Television Industry Re-Made
A couple of months ago, I wrote a piece called “The Virtual MSO” which described a vision for the Internet video service of the future, the platform that would support it and how the Virtual MSO will fundamentally re-shape the pay television industry. Here, I handicap the winners and losers in that new world order.
The Virtual MSO
The Virtual MSO
Here’s a term you’re going to be hearing more and more in 2010 — the Virtual MSO [cable company].
Web video and traditional TV have been on a collision course for a while. For most of that time, the discussion has been Web-centric, with the media and analysts asking whether Web-based video services, YouTube, Hulu and others like them, which have garnered huge, loyal audiences and have become part of our culture, lexicon and experience in a very short time, will pose a serious threat to traditional TV distributors. Will consumers, they ask, cut the cable cord and rely instead on free, ad-supported Web video rather than paying Comcast (or some other cable, telco or satellite TV provider) $150 per month for a cable package? Maybe, someday, but not anytime soon.
On the other hand, they might just cut the cord in favor of the Virtual MSO.
Will “TV Everywhere” go anywhere?
Add this to the list of things the Internet has changed: Your cable or satellite company now wants to let you, as a subscriber, watch the content you’ve paid for on any device you want, any time you want.
The cable crowd has little choice: consumers are accustomed to time shifting their television viewing using DVRs, and now sites like Hulu make it easy to access network television and old shows on the web.