BrightRoll Blog

By Tod Sacerdoti

July 10, 2009

A common adage in business schools today is that the railroad companies failed because they didn’t realize they were in the transportation business, not the railroad business. I would suggest that today, broadcasters are similarly confused. National broadcasters are in the video-advertising business.

Any TV company that generates more than 50% of its revenue from selling video advertisements is in the video- advertising business. It is not in the content business, as it would like to believe. TV content is simply the delivery mechanism for video advertising.

This is an important distinction. A range of delivery mechanisms have arrived and the ensuing tsunami of available video inventory is going to threaten all broadcasters who don’t recognize this emerging phenomenon and address their customers’ changing viewing habits and needs.

To read the rest of the post, visit AdvertisingAge

By Tod Sacerdoti

July 8, 2009

A few weeks ago, when I was in New York, I had the opportunity to sit down with the producer of the most successful game show on television. The meeting made me think about television, and led to the realization that I could easily identify the most successful reality, drama, news, sports and game shows on television without even thinking.The realization also made me wonder: what’s the most-watched show on the Internet? The reality is: Nobody knows. More, I am not sure that many folks would even agree on the definitions in the question. When talking about Internet video viewing, the concept of “most-watched” is vague to begin with. Are we talking about most uniques to a site, streams on a site, streams in syndication, views on YouTube, podcasts or in banner video autostart advertisements?

To read the rest of the post, visit MediaPost