Yesterday I had a great conversation with some people over at Google TV. They were able to show me a chart with a BBH produced commercial running on the Google TV platform and exactly what second they changed the station, leaving the narrative of the commercial. This line was compared to norms for all Google TV commercials and all Google TV commercials that ran on the same networks that my client had purchased.
It was pretty cool!
I'm really looking forward to Google TV and how it will give us the data that we have always wanted when measuring television performance. I can't wait to see when people watch commercials and then from their television sets quickly share their thoughts about an ad with their social network making propagation (good or bad) faster. Here is a video explaining the basics of Google TV:
What do you think about it shifting the balance of power from distributors to producers? If broadband connectivity at fast enough speeds exists (which is what killed earlier iterations), and if video online is optimized for a tv screen at 1080p HD, will everyone be in the content creation game? Watching the conference the NBA stood out as an example. Why would they need TNT or NBC? They could shoot, house, charge and own the whole process. The lean back feature from Youtube and "channel you" really struck me as well. Looks like the idea of viewable "channels" just went near infinite.
Lots of questions. Could a company like Kraft now challenge The Food Network? Could Sony reinvent music television? With this outlook why is Dish Network involved? I understand Best Buy, they can sell tvs and stream content. What will this do to the value of old content rights? Did the idea of product placement just go nuclear? Or did powerful, iconic, social brands just have their brand equity increase 2x....so many questions. Thanks for the real estate to think out loud.
Posted by: Adamronich | 05/21/2010 at 01:32 PM
I think you bring up some really great questions. I don't see a brand like Kraft or General Mills getting into content creation quickly but I could see some interesting things from a brand like Virgin or Smirnoff? If you have a brand that can get away with producing HBO or better content they will have an audience that seeks them out. Sprint and Suave had a good thing going with "In the Motherhood" and Gieco had a good thing going with the "Cavemen" but the networks screwed it up when they took them to prime time. The networks have lost their way and brands/agencies are better content producers (which is an odd thing for me to say).
Posted by: Griffin Farley | 05/21/2010 at 04:24 PM