ad-tech day one (two)

Keynote cont...

Talking about content being king. The panelist agree that while aggregation is important and needed – the content holders have the power.

There is the idea of not having to be a huge content creator to be successful. Anyone can be a content publisher. People don’t think of non-professional content as viable – they say.

The moderator asks youTube exec about them testing ad models. She says that they are moving forward and are focused on making it a revenue model that will work for the individual publisher.

One thing about these panelists is the fact that they don’t seem to know a whole bunch of what they are talking about. None of them are under 30 – in fact it looks like they all may be over 40.

Suzie says that this summer we may see YouTube.com expand to include advertising. She made a disclaimer that they don’t want to screw up the user experience.

She said that a bumper or pre-roll may disrupt the user experience. Transitions is key. The transition from a commercial experience to a content experience is key.

JOEL NOTE: I don’t think there should be a difference. I think that content should be content. Advertising should be made compelling enough to actually be content. Think Bud.tv

Jason says that no one has the right ad model yet.

Kourosh from Wired says that he uses YouTube every day to distribute their content.

Suzie from YouTube makes the point of commercials being content in and of themselves - (Joel - right on Suzie). Jason mentions X Box 360 ads...

Jason makes the point that the economics of advertising in the past create a barrier to making advertising the actual content. He says that most people are accepting of any kind of content. SNL clips are on the same level as Coke and Mentos commercials.