The Digital Landscape: Content That Attracts Advertisers And Viewers; Blog Pros And Cons (Still)

MSN appears to have a head start in the race to draw an audience to the web for content, or so says AdAge in its Digital Report special section. In particular, MSN expects to get a particular boost from viewers and advertisers when it webcasts the 7/7/07 Live Earth Concert. Other highlights:
Sticking point: The lessons of presenting online content are being learned through trial and error. Aside from the global concert, MSN continues to work on original content with Ben Silverman’s Reveille. Further, MSN appears to be charting a definitive path as its chief competitors reasses their respective efforts: Yahoo’s backpedaling from its promise of delivering an “I Love Lucy moment” for the web; Google’s claimed disinterest in content creation; and AOL’s In2TV venture with corporate sibling Warner Bros. for second-run TV programs.
Blog advertising pros and cons: The IAB’s Randall Rothenberg cautions that it’s too soon gauge blogs relevance as an ad-supported medium: “Someday, we may see the Vanity Fair of blogs, and it will attract that type of advertising. But right now, that model has not yet evolved.”
The challenge: Matt Freeman, CEO, Tribal DDB Worldwide: “The exploding diversity of digital media channels, platforms, properties, behaviors and requirements

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