Internet TV

Next Gen Ad Analytics:’Finding the Significant Few Among the Trivial Many’

The online advertising market is estimated at more than $30 billion in 2011  growing at 22 percent annually based on Internet Advertising Bureau (IAB) statistics. What we are seeing is explosive growth of predictive-analytics based tools and applications to drive the creation of new targeted ad services.

Look over today’s announcement  http://tinyurl.com/7tmmvsp that predictive analytics firm eBureau is spinning off its online advertising targeting business into a new company called TruSignal(TM) offering targeted advertising using proprietary predictive analytics and other tools.

All companies are interested in finding what we call the ‘significant few among the trivial many’ – I foresee many exciting developments and issues emerging here as we pursue this goal:

  • Expect other online advertising companies to create separate, specialized analytics driven service entities – analytics technology is driving this trend, is highly specialized, and this is moving very quickly
  • Different skills sets are needed as ad business moves to even more advanced analytics and visualization technologies- think of the implications for the online advertising sector looking for creative and ‘analytics-savvy’ candidates – new skill sets are needed now to secure and retain industry leadership
  • Expect to see more analytics spin-offs in other sectors- the same model is occurring in the health care, financial services and others

Always important to look at how major companies respond to these changes (think response of Barnes & Noble vs Borders to the e-book revolution). How does a major ad firm, well entrenched in traditional print, TV, radio media, address these new trends- most are obviously committed to the social media revolution but new predictive analytics tools are changing the rules of the game, helping ‘find the significant few among the trivial many’ in ways not possible today.

As these services accelerate, and they will, I expect to see major firms ramp up internal efforts to develop competitive analytics services organically. These powerful services are evolving very quickly and I expect to see major industry leaders seeking alliances with creative innovation leaders in the predictive analytics market.

 

Paul B. Silverman is a Lecturer in the Robert H. Smith School of Business in the University of Maryland. He also serves as CEO of Sante Corporation, an early stage personal health care management company, and Managing Partner of Gemini Business Group, a new venture development and advisory services firm. He can be reached at paul@paulbsilverman.com or via Twitter at @globalbizmentor

 

 

 

 

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TV Interview Nov 21st – Review Entrepreneurship and Book

Accepted invitation for TV Interview tonight.  Interview will cover my book Worm on a Chopstick : Understanding Today’s Entrepreneurial Age: Directions, Strategies, Management Perspectives and also will share ideas on how new entrepreneurship directions and policies can help improve our economy.Some additional information related to tonight’s program:

Will be on Inside Scoop show  Channel 10 at 7 PM EST

For those who don’t wish to watch the TV channel, you can watch the live show at the URL http://WWW.InsideScoopProductions.com and click on “Watch Live” .

The broadcast is carried on Verizon FiOS, Cox Cable, and (someplaces) Comcast cable systems throughout the entire Northern Virginia area as far south as Fredrichsburg and in DC and MD. Replays in SD and HDTV start the next day on the cable systems.

Questions for  guests and host can be sent to the producer via the chatroom that opens with the web-stream, also the email being monitored at InsideScoop@NoVa.org or even live telephone call-in on 571-749-1166.  It is not unusual to have soldiers and federal workers with questions to call in by VOIP or Skype.

Emerging Opportunities – Internet TV, Ads, New Services

Emerging Opportunities – Check out NY Times Media Article Today–Ads and Services in Internet TV Sector

I track this area closely – note projected 50 percent of all homes will have at least one digital TV by year end. What is coming is crossover of many
exciting new business and consumer services that build on this new infrastructure (e.g., e-couponing, on-line ordering, mass-customized ‘perfect fit’ clothing, home health care services, and many others).
Advertisers have been missing link so this is positive and expect others will follow – still need to evaluate user reaction to ads but I see this being resolved. High potential area and some creative and exciting new business models are being developed here from what I have seen so far…

Here is article and link…

LG Brings Ad Capability to Internet-Connected TV
By STUART ELLIOTT
Published: November 1, 2011

A LEADING marketer of consumer electronics is adding an advertising capability to its Internet-connected televisions through an agreement with a video advertising technology company. And a charter sponsor has already been signed to join them….. more

http://www.nytimes.com/2011/11/02/business/media/lg-brings-ad-capability-to-web-connected-tv.html?_r=1&nl=todaysheadlines&emc=tha26

I will be adding more info on this topic in next few weeks at http://paulbsilverman.com/blog/

 

 

 

 

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