Comments on: GoogleTV – the 30-second spot ain’t dead yet http://www.churbuck.com/wordpress/2008/02/googletv-%e2%80%93-the-30-second-spot-ain%e2%80%99t-dead-yet/ Commentary on media, technology, marketing and clamming strategies Tue, 16 Mar 2010 17:46:13 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Jim Forbes http://www.churbuck.com/wordpress/2008/02/googletv-%e2%80%93-the-30-second-spot-ain%e2%80%99t-dead-yet/comment-page-1/#comment-289459 Jim Forbes Sun, 10 Feb 2008 19:08:26 +0000 http://www.churbuck.com/wordpress/?p=1550#comment-289459 you said: "Well, I don’t have a Dick Tracy Video Phone Watch either." David. I do. I got mine from Microsoft at Demo. For the record. it's a piece of shit. you win the "Best business post of 2008: for this well written blog entry. Jim you said: “Well, I don’t have a Dick Tracy Video Phone Watch either.”

David. I do. I got mine from Microsoft at Demo. For the record. it’s a piece of shit.

you win the “Best business post of 2008: for this well written blog entry.

Jim

]]> By: eric henderson http://www.churbuck.com/wordpress/2008/02/googletv-%e2%80%93-the-30-second-spot-ain%e2%80%99t-dead-yet/comment-page-1/#comment-288964 eric henderson Sun, 10 Feb 2008 00:06:32 +0000 http://www.churbuck.com/wordpress/?p=1550#comment-288964 "Google was able to measure, through its analytic integration with Dish’s set-top box infrastructure, that over 90 percent of the ads were viewed to their full 30-second conclusion." That's the core - not just ability to measure but the return to a simple matter of really knowing what one pays for. The measurement will be refined quickly (at somewhere between Moore's and Kurzweil's speed?). But once the tv is 100% digital, no need for statistical extrapolations of nielsens. That might look like a "media dry goods store." Popular shows will probably still command a chunk, but the new work will be the buying not of the shows we know, but rather the buying of populations that watch ads on shows that may not be in the top whatever... Digging even out into the outlier end to find value ratios that make sense. Will be interesting to see what this does to content, buying, agencies, etc. and what new set of marketing challenges will come. I think one new agency challenge will be that of re-orienting targeting. "Confirmation of delivery" should put more pressure on the research, assumptions, and models that led to a given target or estimation of that target's response. “Google was able to measure, through its analytic integration with Dish’s set-top box infrastructure, that over 90 percent of the ads were viewed to their full 30-second conclusion.”

That’s the core – not just ability to measure but the return to a simple matter of really knowing what one pays for. The measurement will be refined quickly (at somewhere between Moore’s and Kurzweil’s speed?). But once the tv is 100% digital, no need for statistical extrapolations of nielsens.

That might look like a “media dry goods store.” Popular shows will probably still command a chunk, but the new work will be the buying not of the shows we know, but rather the buying of populations that watch ads on shows that may not be in the top whatever… Digging even out into the outlier end to find value ratios that make sense.

Will be interesting to see what this does to content, buying, agencies, etc. and what new set of marketing challenges will come.

I think one new agency challenge will be that of re-orienting targeting. “Confirmation of delivery” should put more pressure on the research, assumptions, and models that led to a given target or estimation of that target’s response.

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