Advertising explodes

Incredible evolution in the Ad industry, don’t you think? Completely taken over from BuzzMachine

Advertising explodes: “Wal-Mart and other top advertisers are proposing an auction marketpace for TV advertising. This has big implications on many levels: It is another harbinger of the death of TV’s upfront, which was built on old business models of scarcity; now scarcity is dead as there is ever more content, more distribution, more competition. It is also another indication of the commodification of media; if you’re just broadcast, you’re just eyeballs… but (and here’s our opportunity) if you have real relationships with people you have more value. It is also an indication of competition with Google, which has been threatening to turn all ad purchasing into a Google auction; note that this project involves eBay. And it shows me this could create an infrastructure for negotiating advertising buys that could be used by the open ad marketplace for citizens media I proposed in Ad Age this week. On the Wal-Mart proposal, Ad Age reports: A group of marketers led by Wal-Mart’s Julie Roehm today put out the call for advertisers to contribute $50 million for a test of an online auction system to buy and sell TV advertising.”


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