Trend: The era of personalized advertising on contained networks has begun.
Media mogul Mark Cuban sees a significant advertising breakthrough in the Yahoo-Comcast deal. Excerpts below.
Link: Yahoo - Comcast = The Deal of the Year - Blog Maverick
Little has been written about yesterdays announcement that Yahoo would be selling display and video ads for Comcast's websites, in particular, Comcast.net.
What's so special about this deal beyond the sheer size of Comcast and the inventory it makes available to Yahoo to sell its the network.
The one thing that Google doesn't have is a contained network. Comcast does. The implications are significant.
For the first time, an advertising monetization platform, such as Yahoo's Panama, can be integrated into a NON internet video platform. When Comcast serves video from comcast.net to its own high speed data customers, those are NOT internet customers. They are private network subscribers.
In short, Yahoo and Comcast can start working together to develop video content and ad platforms that Google can't touch. Any video that is streamed from Comcast.net can be streamed at bit rates that match the user's throughput, including commercials. If Comcast can deliver on demand video at full DVD quality to PCs, it can deliver commercials at that quality. All without ever touching the internet.
More importantly, since all the users of Comcast.net video are Comcast customers, the two companies can work together to leverage customer data (within privacy limits) to deliver ads that are not only personalized, but also can evolve to be "over the top" of the set top box and be delivered to the TV in the future using Comcasts future switched digital capabilities and OCAP features.
Together Comcast and Yahoo have created an advertising playground that could potentially define the future of advertising on the net. Rules that even Google and Microsoft would have to follow.
The competitive landscape for video advertising just changed, and no one even noticed.
If done right, this is the first step towards integration of integrating advertising from websites
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