Everyone has been looking for the next Google — well at least here in Silicon Valley. When I saw this article the first word that came to my mind was “validation”. I’ve often been called crazy for saying that the next Google will come from media not technology. It’s becoming clearer that this is happening. Advertising dollars move based upon who can understand user behavior. Google did it with web pages in Web 1.0, but now in Web 2.0 it might be a media company like NBC Universal.
Media Content networks (TV networks, corporate networks, studio networks, event networks, etc) will be a viable business model. It is known that venture capitalists here in Silicon Valley reject the notion that content is a viable business model. However, this NY Times article by Matt Richtel validates the idea of Microcontent as a business model. My original intention with PodTech was to create a content platform business. I did not have the opportunity to finish what I started (My VCs removed me from employment at PodTech last summer – PodTech is now focused on breakeven cash flow positive and is very close to achieving that goal).
At Adtech in NY it was clear to NBC’s Beth Comstock that the big networks, studios, and advertisers were formulating their plans around emerging Internet content business models. NBC Universal is clearly focusing on this now. Hey Beth, NBC could be the Google of the media business if you move fast.
It is my opinion that Microcontent is the best online advertising business model – why? It’s the contextual keyword for the media business. What Adwords and Adsense is for Google – Microcontent is to media networks. Microcontent targets the audience, and provides the best opportunity to deliver the smartest marketing information from both behavioral and contextual advertising. If you add in the ‘flat’ global Internet then you have the ability to sell global, regional and local ads. This is huge. It is the future of online advertising, because now video ads once only made for broadcast TV can viably move to the web at scale.
How fast will this happen? It is hard to tell, but I’m watching HD as the key variable for this timetable. Specifically, the timetable is highly correlatated to the speed at which Intel, AMD, Adobe, and Microsoft move to achieve the computing and web display technologies such as flash players, widgets, xbox,…etc. (The other variable that I’m watching is too crazy to talk about in public at this time but it has to do with video).
This is opportunistic news for web 2.0 content folks and emerging indie networks. Tip of the hat to Matt Richel of the NY Times for getting IMHO one of the biggest “little” stories coming of CES.