At the same time that IPTV carriers and other video service providers are looking at devices and methods to help them incorporate and manage over-the-top (OTT) online video as part of their TV offerings, they are acknowledging OTT could have a devastating impact on current advertising models.
Light Reading's Contentinople reports that Terry Denson, Verizon's vice president of programming and marketing for FiOS TV, said at the Advertising 2.0 conference last week that service providers need to "preserve the integrity of network-based distribution" of content. Denson added, "We need to protect ourselves from devices, over-the-top, and all kinds of ancillary content consumption, which can only serve to erode our import as being the key delivery option in the living room."
How to do that at the same time service providers are encouraging the integration of a multitude of content sources remains to be seen, and neither Verizon nor other service providers appear to have an answer handy. As in the classic film "King Kong" (not the 1970s version, which now only reminds us of the World Trade Center), service providers are trying to capture a monster and put it on display, but their puny chains may not be able to contain it. Check out this post [1] at Contentinople.
Related articles:
Contextual ads, an IPTV money maker IPTV ad report [2]
Adap.tv ups online ad game Adap.tv report [3]
Links:
[1] http://www.contentinople.com/author.asp?section_id=450&doc_id=155657
[2] http://www.fierceiptv.com/story/brightcove-contextual-ads-iptv-s-moneymaker/2007-03-22
[3] http://www.fierceiptv.com/story/adap-tv-ups-online-advertising-game/2007-05-15