Advertiser Types- Any Info
A friend of mine sent the following request for information that he’s hoping to wrap his head around:
I am working on an internal research project and am trying to build a reasonably accurate model of today’s online advertising/marketing value chain… essentially we are working to build a common understanding of how the big pieces fit together and how the $$ flows between the various segments. Ultimately, I’d like to pull together a single slide that covers:
- The brand advertisers (GM, Procter & Gamble, and all the way down)
- The ad agencies
- The media planners/owners
- The ad servers (Doubleclick) and networks (VideoEgg, ScanScout, Tribal Fusion et al)
- The publishing platforms (Brightcove, Move Networks)
- The destination media sites (from CBS to Youtube to Facebook and everyone in between)
- The mega-players who bring multiple pieces to the table (Google, Microsoft, Yahoo, AOL)
- The ad targeting (Revenue Sciences) and measurement firms (Quantcast, Dynamic Logic, Nielsen, Omniture)
- Any other major categories that I missed?
I’m not in this space at all, but you might be. If you’re interested and have information about this, please email me: blog at chrisbrogan dot com.
FastCompany Goes SUPER Social
FastCompany.com has gone totally social crazy (in the very most beaming and loving of ways). Shel Israel, who snuck over there to hang out with Scoble some more, mentioned it on his blog, and I, being both a faithful Shel reader *and* a FC fiend since the 1990s when I used to stalk Heath Row, went on over to look.
Holy cats!
Stop Me if I’m Wrong
Is this the first major print publication that totally turned over their website to being something much better than a digital clone of the print edition? Because sure you can read some articles from Fast Company on the site, but this thing starts out with mymymymymymy and gets even more yum-my as you go along. Throw in a big fat profile, write a blog post, join some groups, and look around for members. It’s a social network hiding inside Fast Company’s website.
Am I wrong?
The Value in This
Should FastCompany report great success in this project of theirs, it will show publications that they don’t have to recreate their content in digital form and call it a day. The website for FastCompany is no longer a subscription lead generator. It’s a robust network for learning more about the community they’ve fostered, an opportunity to develop other value propositions, and a chance to enhance their community’s numbers and cohesive nature by way of giving them a “home.”
I’m all for it. I hope other magazines follow suit. How sick would a Wired network with all the right bells and whistles be? What other publications would make great social networks? WSJ anyone?
**UPDATE: Saturday morning blues over at FC:
Photos uploaded with Skitch
