president’s message
By Andy Nobbs
Is it noisy enough for you ?
The same is true in the video pro- at least, not yet. The migration of over your content, higher ROI follows.
duction environment. As the cost of video to the Internet, for example, is Transparency, accountability, and
video production continues to definitely happening, but at proba- ROI enhancement are very valuable
decrease, more people are creating bly a more moderate rate than attributes of Teletrax’s service. By our
more video more cheaply. There’s an many people realize. If you look helping measure a video product’s
explosion of content, and more plat- behind the noise, you can see that, impact, ROI can be improved.
forms to transmit and support it, yes, there’s a very real migration of
from broadcast and cable networks advertising money to the Internet, None of this is going to make the
to the Net, mobile carriers, and which may be a large percentage of noise go away entirely, or even turn
beyond. the overall pie but in real dollars everyone into the next Astaire and
terms is in fact fairly modest. Rogers. Everyone is still determining
Such an environment – constantly what works and what doesn’t, espe-
growing more complex in an almost cially on the Net. But the days of
exponential manner – creates a placing one big bet on one thing are
huge management issue that will probably gone for good, replaced
only increase. It’s getting increasing- by experimentation with the
ly difficult to determine what’s real- MySpaces and the FaceBooks of the
ly going on -- and what’s just white world as the industry continues to
noise. seek a legitimate model that can
enable development for their busi-
Getting it all to make sense is a chal- nesses.
lenge … but there is a solution. If
we look at the environment as a We at Teletrax are keenly attuned to
crowded dance floor on which developments there, and indeed
everyone is waltzing but one person anywhere that video is disseminat-
is out of step, it is not necessarily ed. Cutting through the noise is a
obvious to the other dancers. But to big job, but we’re well-equipped for
people watching from the balcony, it, and getting better by the minute.
it is crystal clear.
Turn it up – we’re ready
Teletrax is in the balcony, if you will;
it’s our job to make sense of the
industry, and to track how it’s being The mainstay is still traditional, lin-
monetized. And if someone’s got ear TV – and there’s plenty of con-
two left feet, we point that out too. tent there to pay attention to. News,
Anytime a video airs, there’s a trans- entertainment, sports (a growing
action involved. It could be an area for Teletrax), short-form, long-
explicit or an implied transaction, form … it’s all happening, and it’s all
ranging from a show aired by a net- happening right now.
work affiliate, a news report from
Reuters that’s airing on a network More people are becoming increas-
news slot, or a direct-response com- ingly concerned with what happens
mercial or infomercial, but whenev- to their video content when they put
er something changes hands it’s nec- it out there, not just in the digital
essary to track that exchange. world (with all its piracy and intellec-
tual property protection issues), but
Andy Nobbs is president
A daunting task? I won’t say it isn’t, also in the traditional TV world.
and managing director at
but the environment is not necessar- All of it boils down to one simple
Teletrax. He can be reached at
ily as complex as you might think – tenet: If you can maintain control anobbs@teletrax.tv
“it’s our job to make sense of the industry,
and to track how it’s being monetized.”
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