{"id":465177,"date":"2010-03-24T03:44:49","date_gmt":"2010-03-24T07:44:49","guid":{"rendered":"http:\/\/www.xconomy.com\/?p=70046"},"modified":"2010-03-24T03:44:49","modified_gmt":"2010-03-24T07:44:49","slug":"future-of-online-advertising-looks-like-video-mobile%e2%80%a6and-microsoft","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/465177","title":{"rendered":"Future of Online Advertising Looks Like Video, Mobile\u2026and Microsoft"},"content":{"rendered":"\n
Internet<\/a>, Advertising<\/a>, trends<\/a><\/div>\n

\t\t\"Microsoft\"<\/a>
\n\t\tGregory T. Huang wrote:<\/strong><\/p>\n

Last night, we heard from a distinguished panel of executives on the opportunities in online advertising, at a TechFlash event<\/a> in Seattle. The panel comprised some of the top names in the online ad world:<\/p>\n

—Aaron Finn, founder and chairman of AdReady<\/a><\/p>\n

—Brian McAndrews, former CEO of aQuantive, managing director at Madrona Venture Group<\/a><\/p>\n

—Jeff Lanctot, managing director of advertiser and publisher solutions at Microsoft<\/a><\/p>\n

—Charlie Tillinghast, president of MSNBC.com<\/a><\/p>\n

Just a quick recap here. So what does the future hold? Where are the opportunities for startups, investors, advertisers, and publishers?<\/p>\n

It\u2019s clear things have changed a lot in the online-ad world since the heyday of three or four years ago. \u201cIt\u2019s very challenging to have a business that\u2019s based just on advertising,\u201d McAndrews said. \u201cFor pure consumer Internet businesses, most ought to be thinking about multiple revenue streams.\u201d To this end, he mentioned virtual goods—which I took to mean things like online currencies, electronic cards, and gifts (which are some options that Seattle-based BuddyTV has said it is looking at<\/a>, for instance).<\/p>\n

Finn pointed out that the term \u201cad-supported\u201d means a lot of different things now. He cited Bellevue, WA-based BlueKai as a startup taking an interesting approach in the exchange of data between advertisers and publishers; it helps websites sell data on their consumers\u2019 demographics or buying behavior<\/a> to companies that wish to use the information to target their advertising more efficiently.<\/p>\n

McAndrews said there are still opportunities in ad infrastructure as well—the technology of ad serving, “demand-side” platforms to help advertisers find places to pitch their wares, and “sell-side” platforms that might help media companies show off what they have to offer. Startups should think about products that are \u201cbolt-ons to the bigger players, like DoubleClick [Google] or Atlas [Microsoft]. But to go head to head with them isn\u2019t smart.\u201d He also said there must be opportunities in working with consumers who are willing to pay hundreds of dollars a month in cable, Internet, and phone bills.<\/p>\n

As for the rest of the panel discussion, I can\u2019t be comprehensive. There was a lot of good information for people entrenched in the online advertising and publishing worlds. But here are my high-level takeaways on what the opportunities are out there:<\/p>\n

1. Video<\/strong><\/p>\n

In the news world, Tillinghast said 20 percent of MSNBC\u2019s ad revenue comes from video content, and it sounds like it\u2019s growing fast. \u201cProfessional video seems to be a real strong point, and a defensible one,\u201d he said.<\/p>\n

\u201cIn video, content still is king,\u201d McAndrews said. That\u2019s opposed to online text articles, where it\u2019s difficult to get even loyal readers to pay a cent. In entertainment, Hulu has done pretty well with …Next Page »<\/a><\/span><\/p>\n

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Internet, Advertising, trends Gregory T. Huang wrote: Last night, we heard from a distinguished panel of executives on the opportunities in online advertising, at a TechFlash event in Seattle. The panel comprised some of the top names in the online ad world: —Aaron Finn, founder and chairman of AdReady —Brian McAndrews, former CEO of aQuantive, […]<\/p>\n","protected":false},"author":1747,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,16,7,10],"tags":[],"class_list":["post-465177","post","type-post","status-publish","format-standard","hentry","category-internet","category-mobile","category-news","category-software"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/465177","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/1747"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=465177"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/465177\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=465177"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=465177"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=465177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}