A panel of media executives at the adtech conference in New York talked about what's happening in the industry pertaining to the changing media landscape.
While the talk was about the obvious changes that have resulted in a multi-platform distribution system, it isn't known yet how to best take advantage of these realities.
Supposedly the strike by the Writers Guild of America is about being compensated for the revenue allegedly being generated from the new media platforms, but this is still the very early days of experimentation by the studios, and it will be years before there are any concrete numbers and strategies that are proven to work.
Two of the major problems are how best to distribute content on the new platforms, and how to increase the methods of online measurements so marketers and companies can confidently pay for eyeballs that really see their offerings.
I don't think the distribution method is too difficult to solve, as already some companies are bringing together a lot of web sites under one roof, where they then distribute content across multiple sites from a centralized location.
What is more in need of an answer, is the best way to measure the audiences.
As George Shababb, chief operating officer at TNS Media Research says, "The whole measurement space is under transition. For the foreseeable future, there won't be one currency.
"Eventually, we'll get to a point when we can bring these different measurement systems together into one."
The major problem to overcome is in agreeing to standards everyone can work from. To me this should be done first in the Internet space before being overly focused or concerned about the mobile area. At this time there isn't even a definition for mobile measurement, and it hasn't been proven yet if it is even a viable video platform, as less than 5 percent of people have even bothered to watch video on their mobile phones.
I think there should be a sole focus on getting the video Internet measurement issues taken care of, and then look beyond there to other platforms. That will be the most valuable thing that needs to be done to go ahead with Online TV.
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