(Note at NATPE I talked with my pal/colleague Ken Pyle-- about the importance of local -- see what he's saying about a possible Google phone directory and more:)
What's Next - A Google Phone Directory???(from Ken Pyle) [email protected] local is not just for small communities. Google’s purchase of dMarc, the Internet ad agency for radio stations, could be an indication of where things are going with regards to the nationalization of local content (sounds like I am describing Venezelua). Indications are that Google will provide a similar service, whereby an advertiser can take a template of an advertisement and customize it online and purchase advertising spots on a given cable system. Spot Runner announced this type of capability last week and it is pretty impressive in terms of capability and can open up new forms of advertising for small businesses.
Will these television advertisements prove to be much more effective than the phone directory? In fact, it would not be surprising to see someone like a Google or a Comcast come out with their own version of a print directory to augment their online and television advertising. This might be something they offer to sweeten the deal with local advertisers and woo them away from the traditional phone company directory.
Telcos with directory page advertising businesses will have to respond in kind. Jeff Weber of SBC/AT&T indicated at last year’s IP Video @ Supercomm, that phone directory advertising would play into their IPTV plans. With SBC’s purchase of AT&T and its text to voice technology, it is conceivable that they could put together a “do-it-yourself” advertising package for small businesses. Or, utilizing their existing relationships, they could provide a value-add to their existing advertisers by giving them streaming video advertisements. Go to Ken's newsletter at www.viodi.com.
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