Comments on: A fair swap mate…. http://andrewpburke.wordpress.com/2008/12/09/a-fair-swap-mate%e2%80%a6/ Amino's CEO talks about the IP in TV Thu, 26 Nov 2009 11:29:56 +0000 http://wordpress.com/ hourly 1 By: Bastian http://andrewpburke.wordpress.com/2008/12/09/a-fair-swap-mate%e2%80%a6/#comment-16 Bastian Mon, 15 Dec 2008 19:00:31 +0000 http://andrewpburke.wordpress.com/?p=41#comment-16 Hi Andrew, I was at a VOD event in London organized by First Tuesday a month ago. I asked some of the experts there if they thought Advertiser Funded Programming would be important in a VOD context. What really surprised me was is that several people there involved with running VOD services thought it wouldn't be important. Some said targeted advertising has been tried in the Music Business and was proven not to be a success. I disagree. In short, I reckon that it's probably got to do with incorporating Advertising in a VOD business model is something which will only yield long term results, and last month's buy rate is still one of the most important benchmarks for these folks. Hence they are reluctant to risk themselves on implementing something that will only yield longer term benefits when customers and technology around this matures. One of these days I'm planning to elaborate a bit more on this on our company blog: http://bebanjo.wordpress.com/ Bastian Hi Andrew,

I was at a VOD event in London organized by First Tuesday a month ago. I asked some of the experts there if they thought Advertiser Funded Programming would be important in a VOD context.

What really surprised me was is that several people there involved with running VOD services thought it wouldn’t be important. Some said targeted advertising has been tried in the Music Business and was proven not to be a success. I disagree.

In short, I reckon that it’s probably got to do with incorporating Advertising in a VOD business model is something which will only yield long term results, and last month’s buy rate is still one of the most important benchmarks for these folks. Hence they are reluctant to risk themselves on implementing something that will only yield longer term benefits when customers and technology around this matures.

One of these days I’m planning to elaborate a bit more on this on our company blog: http://bebanjo.wordpress.com/

Bastian

]]> By: Dan Klein http://andrewpburke.wordpress.com/2008/12/09/a-fair-swap-mate%e2%80%a6/#comment-15 Dan Klein Wed, 10 Dec 2008 12:52:42 +0000 http://andrewpburke.wordpress.com/?p=41#comment-15 Suspect this debate may be more generational that we give it credit. People under 30 who have grown up with the internet, and cookies, have an understanding of trading their behavioural data for free mobile calls for instance (witness the take up of Blik). However for me the sadness is the policy makers and discussion groups (in the press) are often filled by the over 40s who are much much more sensitive to personal data. Perhaps the younger generation need to have their values heard - what will they exchange for what etc? =37 so probably too old...... Suspect this debate may be more generational that we give it credit. People under 30 who have grown up with the internet, and cookies, have an understanding of trading their behavioural data for free mobile calls for instance (witness the take up of Blik). However for me the sadness is the policy makers and discussion groups (in the press) are often filled by the over 40s who are much much more sensitive to personal data.
Perhaps the younger generation need to have their values heard – what will they exchange for what etc?
=37 so probably too old……

]]> By: andrewpburke http://andrewpburke.wordpress.com/2008/12/09/a-fair-swap-mate%e2%80%a6/#comment-14 andrewpburke Tue, 09 Dec 2008 17:56:20 +0000 http://andrewpburke.wordpress.com/?p=41#comment-14 Great point Ian. I suspect that most consumers will want this option but then most content will have to be direct sale or subscription as there will be no ad revenues to deliver it 'free' anymore. There lies the crunch - pay for it, watch untargeted ads or lend your consumption data to receive more targeted messages? With the high amounts of media fragmentation then finding you long enough to give you the choice is also a challenge. Great point Ian. I suspect that most consumers will want this option but then most content will have to be direct sale or subscription as there will be no ad revenues to deliver it ‘free’ anymore. There lies the crunch – pay for it, watch untargeted ads or lend your consumption data to receive more targeted messages? With the high amounts of media fragmentation then finding you long enough to give you the choice is also a challenge.

]]> By: Ian D. Nock http://andrewpburke.wordpress.com/2008/12/09/a-fair-swap-mate%e2%80%a6/#comment-13 Ian D. Nock Tue, 09 Dec 2008 17:03:13 +0000 http://andrewpburke.wordpress.com/?p=41#comment-13 The swap is not fair, as customers are not interested in better ads - they suffer them in exchange for watching content or using services (in fact many now just skip them). They have already done a deal for getting content for nothing or low cost and would be wondering about what they get about an extended deal like this. What they may swap their personal data for is LESS Ads, filtering out all the ads they are not interested in, however advertising agencies would see that only as a way of pushing more assets and annoying the customer more by filling up the same ad breaks with more of the same. I for one, do not look forward to four 3 minute breaks an hour of ads about gadgets and sci-fi books, The swap is not fair, as customers are not interested in better ads – they suffer them in exchange for watching content or using services (in fact many now just skip them). They have already done a deal for getting content for nothing or low cost and would be wondering about what they get about an extended deal like this.

What they may swap their personal data for is LESS Ads, filtering out all the ads they are not interested in, however advertising agencies would see that only as a way of pushing more assets and annoying the customer more by filling up the same ad breaks with more of the same. I for one, do not look forward to four 3 minute breaks an hour of ads about gadgets and sci-fi books,

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