This week, Tubefilter Research Analyst Adam Wright is on assignment in New York City covering Advertising Week and the New York Television Fest.
For the uninitiated, Advertising Week is billed as ‘North America’s premier gathering of cutting edge communications leaders.‘ So, one might assume that a panel at such a conference named The Future is Now: Digital Video would celebrate the ascendance of broadband content. Unfortunately, the conversation seemed more focused on beating the drums of fear for a threatened medium, broadcast television, than about video as the future of entertainment.
The panel, moderated by Quentin George of Mediabrands, had a stellar line up of folks: the traditional media who dabble in digital (NBC/MTV), the telecoms/distributors (DirecTV/TiVo), and the biggest new media mover and shaker (YouTube):
The panel went back and forth about what will make online content valuable, and while there was a tendency to rehash typical conference faire, a few of the points that were brought up sparked some interesting conversations and conclusions:
Conclusions aside, there was a palpable sense of tension in the room. Advertisers are clearly hesitant to engage with this new media landscape—especially as the implications of the transition away from television begins to threaten their bread and butter media buys.
I think advertisers overestimate their role in television. Sure, a lot of advertising money has gone to cable networks, but as Paul Guyardo hammered home, telecoms hold more sway. The real worry to traditional media (and some could say a boon to web content creators) will be if telecoms can create a successful content authentication model. Either way, in order to remain relevant, advertisers know they need to start looking towards web video as a way to reach their increasingly fragmented audiences.
Photo courtesy of Microsoft Advertising.
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