The New Media Chasm: Examining the Efficiencies of Aggregating Emerging Media
YouTube made a bet that broadband penetration would allow Internet-based video to flourish. They created the infrastructure to host and organize downloadable videos. As a result, video has cross the chasm, and YouTube is well positioned to deliver audience to advertisers. Without YouTube, videos might be scattered across lots of different sites, making it more difficult for an advertiser to deliver a program with scale.
Chasm-Crossing Drivers
While a recent Advertising Age article suggests that 22% of Americans read blogs, 8% listen to podcasts, and 5% use RSS feeds, all three have chasm-crossing potential.
Certainly not all, but many “A-list” blogs are informative and credible sources of information and entertainment and many have succeeded in building a significant audience. It is fair to say that blogs might have one foot on the other side of the chasm already, and are likely to be a permanent part of the interactive media landscape. Blog networks are acting as crossing guards for the chasm, as they have defined ad units and placements on blogs, and created networks. As a result, marketers can now add blog advertising to a media plan with reasonable scale.
Podcasts allow us to both place- and time-shift audio consumption, while also providing informative and entertaining content. Podcasts are being ushered along by the introduction of a popular consumer electronics device — the MP3 player — and its widespread adoption (Apple sold 32 million iPods in 2005) has attracted numerous start-ups that are providing infrastructure and advertising networks to audio advertisers. Blue-chip advertisers have already started testing podcast advertising, with Best Buy, Lexus, and Dixie among recent sponsors.
The Efficiencies of Aggregating New Media
It’s a good time to be online. With so many people publishing so much syndicated content in all kinds of forms, the variety of available content is limitless. Subscribing to feeds allows users to self-select content for delivery to their feed reader, browser, podcatcher and even email client, which adds a great deal of efficiency to media consumption.
Feed management services have aggregated these mass quantities of content and, as a result, can provide efficient and scaleable advertising programs to media planners. Without this aggregation, wading through this distributed media to create compelling audience would be daunting. Recent advertisers taking advantage of this new audience have included Microsoft, Verizon, Comcast, and Dell.
Forward-thinking advertising agencies and marketers have crossed the new media chasm and are already heading inside the tornado. “Aggregation allows media buyers to purchase media from one place, rather than having to make a bunch of phone calls,” Adam Broitman, Director of Emerging and Creative Strategy at NY-based Morpheus Media, notes. “When it comes to emerging platforms, if a buyer does not have a simple means to leverage a new platform there is a good chance they will not bother with the platform until it grows to a larger scale. What the emerging media aggregators are doing is allowing media buyers to leverage emerging platforms without having the work with the entire long tail of media in a one-by-one fashion. “
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