Quality Online Video Inventory (and Control) Wanted
Advertisers are lining up for a online video site that doesn’t even exist yet. Fox and NBC announced a new and unnamed site to big buzz recently, trying to fill the need for quality video ad inventory on the web. From the AdAge article:
“The idea is to align yourself with high-quality content with the thought that it will have a good rub-off on your brand,” said David Cohen, exec VP and U.S. director of digital at Universal McCann.
Problem is, there isn’t enough quality, non-pirated video with a reasonable reach… so this site that doesn’t have traffic, a name or any community is gathering attention for not what it is, but what it might be: controllable.
It could be place for advertisers to feel “safe” marketing next to the content, versus the uncontrollable user-submitted content of the YouTube-like sites already out there.
“We have to begin to experiment and find the most effective way to maximize monetization and, more importantly, provide viewers with great experiences,” said News Corp. President-Chief Operating Officer Peter Chernin. “It’s great to be able to control your own destiny.” As opposed to farming it out to YouTube, perhaps?
Under the joint venture, News Corp. and NBC Universal will create an independent company to cull their TV and film content, distributing it on a stand-alone site as well as through partners AOL, MSN, Yahoo and MySpace, which combined reach 96% of the U.S. internet audience.
Interesting, that they haven’t talked much about community or the user experience… they will build it and they will have advertisements, but will they have users?
Will the customer experience work or will it be one of those “killer ideas” that crash in implementation?
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