Future of the online advertising, new media, and user consumption with Theresia Ranzetta from Accel Partners.
Host: John Furrier, Founder of Podtech.net
This is a great interview from the Vertical LEAP for anyone interested in where the web2.0 is going. This interview could act as the media kit for anyone interested in knowing why podcasting and blogs will be relevant. Theresia is smart, dynamic, and she gets where the world is heading. Thanks Theresia
John and Theresia “hit the nail on the head” on the future of advertising for Podcasting and blogs. It’s about the Long Tail’s impact on the emerging advertising model: One persons advertisement is another person’s content.
Big Prediction for the next 5 years: … the dollar amount generated from focused media properties in overall revenue will be larger than what we see today in search revenue.
It’s all about focused media. Vertical and focused piece is the same thing. Vertical target is focused. Marketplace is shifting to another cycle of more stuff: podcasting, blogs, user generated video… a huge wave of new content
The secret sauce of focused media and web 2.0:
1. Harnessing the users to generate the content or to help refine the content
2. Building a more interested set of community of users to a site(s)
Consumption: it’s all about where users get their media…the Internet is media of choice.. choice of content format, choice of when to consume, and choice of and when where to consume it.
New emerging media properties are not about algorithms but instead it’s about user publication, organization and user consumption.
Referral community interaction is the key. Internet Advertising: viewership and purchasing power is way ahead of advertiser’s dollars.
Big Prediction for the next 5 years: … the dollar amount generated from focused media properties in overall revenue will be larger than what we see today in search revenue. (example: just look at cable focused media generates way more dollars than their broadcast equivalents).
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