How Will People Find What They Want to Watch?
We were talking about how people will discover content in the future...how they'll find things to watch.
Josh Goldman, a partner at Norwest Venture Partners in Silicon Valley (and formerly CEO of Akimbo, a set-top box company), suggested that there will be three modes of content discovery:
1. Social (a friend tells you about it -- in person, via e-mail, through a Facebook-like site, etc.)
2. Algorithmic (some piece of software leads you to it, whether its a search tool like Google or a "personalization engine" that roams the Net looking for stuff that might fit your interests)
3. Editorial (a Web site, blog, magazine, or other publication reviews or recommends it)
It's a good list...but I wonder if one thing is missing. Won't advertising that suggests you ought to download this new movie, or that new TV show, still be a way to drive people to content, at least for content producers with big bucks?
Labels: content discovery, Josh Goldman, marketing, NAB
8 Comments:
Not only will advertising still be one of the ways we find content, it will often be indistinguishable from the other three approaches. Social networks, search engines, and editorial content--all three will be influenced by ad dollars and sponsorships. They already are.
Your friend's recommendation? It was influenced by a social network seeding agency. Search engine listing? The content provider paid to get the listing at the top. Editorial content? A perfectly crafted press release influenced your media person, and your favorite blogger was given a "sneak preview" as part of a media junket.
In the end, you probably won't care anyway, because you found the content that you REALLY wanted--and loved every minute of it.
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