AdGenesis: A Great Time to Be In Media….. - Gerry Byrne

Welcome Gerry Byrne our newest MediaBizBloggerBut boy has the playing field changedIt once was quite simple Create content find an audience sell some advertising Do lunchamp8230maybe with a cocktail Perhaps a round of golfamp8230amp8230more cocktails Followed byamp8230make the content more unique and exclusive broaden the readerviewer base add some research and sell some more advertisingamp8230amp8230at a higher rate Then do lunchamp8230perhaps with two cocktailsThat39s what I stepped into post a few years in the Marines Not at all a bad alternative to extending my visit to Southeast Asia I fell in love with the simplicity of it all but most importantly saw how advertising creates a transaction For instance as a new kid on the block at the NY Daily News I saw 2000 readers with tearsheets in their hands waiting for Macy39s doors to open so they could be the first in for a specially priced Panasonic TV I sold that ad I was hookedAs an addicted media executive my business life has been a searchamp8230 to define find and capture productive content paths that marry audiences readersviewerslistenersconsumers with brandsmarketers who need to target reach influence engage and sell their products and services That39s a mouthful with lots of connectorsamp8230yet that39s the missionToday disruptive digital technologies and the internet have changed the playing field forever Actually that39s not really a bad thing However while there have been many noble attempts by old school media to create quotweb versionsquot of its brands there are few who have uniquely distinguished themselves with offerings that differentiate Tablet quotappsquot are making headway but the attack of the five screen marketplace is a challenge and it39s redefining how media assaults the consumerAs a media executive today I39m still on my search but my view has dramatically changed I see the marketplace through an entirely different set of lenses as I search for that new generation of digital tools and media platforms that better engage buyers and sellers both consumer and B2B My selfserving offering today is to note a few enterprises I39ve personally identified that have this older kid on the block totally excited and engaged And yes I39m happy to wave their flagsAdGenesisamp8230they39ve created a set of tools that enables video advertising to be delivered to highly profiled optin audiences who then verify they have watched the ads and are rewarded for that view Admatching at the highest order This team of the best and brightest also sees watching advertising as a tool to unlock content Video ad viewing as a content gatekeeper Makes senseBlack Oceanamp8230an enterprise launched to acquire build incubate and operate media and tech businesses that address disruption as the igniter of opportunity From TvGenesis a digital content syndicator to Streamworks a technology company that creates significant bandwidth efficiencies for digital streaming an incremental cost reality being faced by all companies who stream content Black Ocean has its sites set on new generation business platforms And are deftly looking around the cornerPMCamp8230The Penske Media Corporation An emerging leader in the entertainment sector with products that include HollywoodLifecom Bonnie Fuller TVLinecom Michael Ausiello and DeadlineHollywoodcom Nikki Finke Michael Fleming David Lieberman I am totally captivated how rapidly PMC has engineered such a credible and powerful position among Hollywood39s one time brand leaders And they are in India too And looking at Indiaamp8230amp8230212 Mediaamp8230another well crafted enterprise 212 has over the past six years launched digital media ventures around sectors it can uniquely own and monetize Examplesamp8230SAAVN is the largest digital distributor of Bollywood entertainmentamp8230music film and television That39s a wow considering India39s population will surpass China39s in 2013 212 also ceated Sportsvite and League Apps digital enterprises that capture a multifaceted and vast US recreational sports community with a powerful social network and complimenting toolsetThese are just prime examples that have inspired me that invention and enterprise are alive and well And I39m certainly delighted to be part of it allamp8230even without the cocktailsGerry Byrne launched his media and entertainment consultancy Fidelis Global Enterprises LLC on January 1 2010 His decades of accomplishments as a media executive entrepreneur and community leader are highlighted by a long time run as publisher of Variety where he dramatically transformed that business into a powerful diversified global media brand Gerry can be reached at gerryfidelisglobalcomRead all Gerry39s MediaBizBloggers commentaries at AdGenesisCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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AdGenesis: A Great Time to Be In Media….. - Gerry Byrne

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